Its a summer of cola wars over bite sized beverage packs. Beverage behemoths, PepsiCo and Coca Cola are slashing prices by launching pet and can miniatures, called bite size packs. Coca Cola recently rolled out the small sized single serve can for 180ml priced at Rs.20. 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. Rival Pepsi has also squeezed the size of can to 150ml for brand Pepsi and Diet Pepsi which costs Rs 15 each.
Coca Cola has also launched mini pet bottles. For Instance: Its popular cola beverage, Thumsup, which costs about Rs 35 for 600 ml pet bottle is available for Rs 15 in mini pet bottle of 250 ml. “The company is positive about tapping the single serve pack options for the ‘on-the-go’ consumers through the launch of various single serve sizes ,” said Coca Cola’s spokesperson. Also, the company’s bottling partner, Hindustan Coca Cola beverages is also working towards scaling up the splash bar and fountain machines across the country.
Pepsi plans to drive sales via packaging innovations which includes launch of Pepsi mini cans and a concept called PepsiMojis (emoticon based packaging) which is intended to make the brand stand out on retail shelves. “Also, for brand Mountain Dew, we have begun with the launch of a new range of eye-catching, special edition neon PET bottles,” said PepsiCo’s spokesperson.
As per industry estimates, on-the-go consumption contributes nearly 30% to packaged ready-to-drink beverages volume.