New Delhi: As consumers cut back on sugary drinks due to health concerns, PepsiCo and Coca-Cola are looking to introduce miniatures here to boost consumption and set the stage for a fresh cola war this summer Priced lower than regular bottles, these mini cans and PET bottles (150-180m1) will be used to lure consumers who don’t want to have too much. Apart from regular distribution channels, the companies will be marketing these bite-sized treats through new ones such as online market places in form of multipacks. Airlines may be targeted too. ‘There are times when consumers look for a bite-sized pack. Also, new packaging creates a lot of excitement around a product,” Vipul Prakash, VP, beverage s category PepsiCo India, told TOl. “When we Introduced ‘My can’, the slim packaging had set a precedent In the market.” The Purchase-based food and beverage major will launch iSOmI cans of Pepsi and Diet Peps i at an introductory price of Rs 15 each. Multipacks of four cans are on the cards. Minis of carbonated beverages such as Mirinda and Mountain Dew may be launched later. Pepsico’s rival Coca-Cola, on the other hand, is planning to launch slightly larger packs of l8Onil cans and 300nfl PET bottles that will bepricedataroundRS2o each. These will be across its sparkling beverages portfolio that consists of drinks such as Coke, Coke Zero, Diet Coke, Thums Up, Sprite, Fanta and Limca. “Forconsumers, It means the flexibility to choose the serve size. For us, it helps with convenient price points, like be lag able to price both these packs at Rs 20. The smaller packs also work to get new consumers on board.” said a Coca-Cola India spokes person. At present, a 200m1 glass bottle of carbonated beverage by both these companies Is priced at around Rs 12, a 300 ml glass bottle is priced at around Rs l5anda 600 ml PET bottle comes for around Rs35.
Although the new smaller packs carry lower sticker prices, the consumer pays more per ml. This price-packaging architecture has proven to be big hit for cola makers in other markets where consumption Is slowing down and a price hike Is a big no. Globally, while sales of bigger containers have fallen, smaller packs are bringing in volumes. “We will market these In smaller towns as well. Cans are aspirational for a lot of consumers. At a lower price point, these may push penetration because historically Indians have been concerned about the price-value equation between cans and glass bottles,” said Prakash
