Slim cans in a 250ml size have been hugely popular overseas since mid 2013.
Now, Coca-Cola South Pacific has launched its small portion (250ml) can into Australia, for COCA-COLA, COKE ZERO, DIET COKE, COKE with Vanilla, FANTA, LIFT and SPRITE.
The little can with its calorie control benefit is selling here at a maximum of $2.
“The 250ml pack size provides Australians with a perfect serve of their favourite beverage from the Coca-Cola range. Priced at a maximum of $2, the 250ml can is expected to be popular with consumers,” said Antoinette Tyrrell, marketing manager Coca-Cola South Pacific.
“The 250ml can has launched in other markets and proved successful. The Australian market is perfectly placed for innovation in the category, with regards to size and price and locally conducted market research tells us that the 250ml size option consumers are demanding. We see the 250ml can as a way to unlock incremental growth in the carbonated soft drinks category.”
The launch will be supported by a multimillion dollar multi-channel marketing campaign covering TV, OOH, Digital, POS and PR, from September. It will be one of the biggest marketing campaigns from the business since the launch ofCOKE ZERO, and will be announced at a later date.
The new can is an addition to the existing range of pack sizes forCoca-Cola, which includes cans, PET and glass.
Gary Dawson, chief executive, Australian Food & Grocery Council stated, “It is a positive step to offer consumers more choice when it comes to portion size. So it is fantastic to see an iconic brand such as Coca-Cola making smaller package sizes more widely available at price that consumers can enjoy.”
The new 250ml can will be available nationwide in immediate consumption channels, including convenience and impulse as well as supermarkets.
According to Coca-Cola South Pacific, the new can size is one of the four business commitments it made in July 2013, to help to address the issue of obesity in Australia. To read about its commitments in full, click here.
