Coca-Cola says portion control is behind smaller bottles

Coca-Cola South Pacific has revealed the early success of its 390ml packages, which are now available for the second time across the Coca-Cola trademark and flavours range. The packages ranging has been extensively broadened and now replaces the 450ml package in response to changing consumer trends.

The beverage maker said that the 390ml package- which was first introduced in 2009, provides “multiple benefits to both consumers and retailers including portion control and delivering greater options on-shelf.”

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.

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. Retailers said they also saw growth of 600ml packages over the trial period. 

To promote the packaging, the 390ml variant will be supported by occasion-based messaging at point of purchase, promoting it as a 'grab and go' option. 

To differentiate the offerings, the 250ml variant will be positioned as a 'Quick Treat' while those who have an 'Extra Thirst' will be encouraged to consider the 600ml package, the company said in a statement.

Dianne Everett, Group Marketing Manager Coca-Cola Trademark, Coca-Cola South Pacific, said: "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. "