Coca-Cola identifies ‘portion control’ among reasons for downsizing of 450ml bottle

Screen Shot 2015-09-23 at 11.24.04 AMCoca-Cola has ditched its 450ml bottles after claiming consumers have reacted positively to the relaunch of a 390ml product, with “portion control” among the reasons for the change.

The new size was trialled earlier this year and has now been expanded across its product range, and marketing will be stepped up with 150,000 point of sale items rolled out across the country.

The 390ml bottle will be marketed as a ‘grab and go’ option while the larger 600ml size will be positioned for those with an ‘extra thirst’, and the smaller 200ml and 250ml packaging will be branded a ‘quick treat’.

It is not the first time the 390ml bottle has been in market with consumers discussing the product in forums as far back as 2009. Coca-Cola said this latest move is the first time the size has been made a permanent fixture in its product range.

The soft drinks giant said replacing the 450ml package was a response to “changing consumer trends”.

“The 390ml package provides multiple benefits to both consumers and retailers including portion control and delivering greater options on-shelf,” Coca-Cola said. “The smaller portion size is designed to meet with Coca-Cola’s strategy to deliver the right pack for the right occasion, providing an appropriate mid-sized refreshment for consumers.”

But while portion control was identified as one of the driving forces behind the change, Coca-Cola said the launch of the 390ml bottle has resulted in a sales lift for the larger 600ml version.

“Early 390ml trials in Queensland demonstrated a strong transaction uplift with double digit increase in unit sales within 390ml stockists and an increase in net contribution,” the company claimed in a statement. “Retailers also saw growth of 600ml packages over the trial period.”

Dianne Everett, group marketing manager Coca-Cola Trademark, Coca-Cola South Pacific, added: “We have been delighted to see consumers embrace the new smaller packaging in our early trials.

“Consumer trends have continued to evolve in recent years and we have recognised this with our recent packaging changes. Our aim is to provide greater choice with our products to suit the lifestyles of today’s consumers.”

The move comes months after the company introduced Stevia product Coke Life into the market with less than stellar results, as the company looks to make its products more attractive to health conscious consumers.

Steve Jones


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