Ahead of the summer season, soft drinks major PepsiCo India is embarking on an aggressive market penetration drive by launching all its brands in one-litre bottles, for the first time in the country.
The company initiated the drive last week with its orange-flavoured drink Mirinda and flagship carbonated drink Pepsi.
"We have kicked off with home pack size of one-litre bottles with the Mirinda. This initiative will be across all our soft drinks. It will be out in the market soon," Pepsico India executive vice-president for flavours Alpana Titus said on Thursday.
The move is part of the company's strategy to penetrate and expand its presence in the home consumption space.
The company's market research has found out that while in-house consumption is growing, there is a gap between two-litre bottles and smaller bottles. It is aiming to plug the gap with the home pack, in the form of one-litre bottles.
The home pack is available in one-litre for Pepsi, Mirinda, 7Up and Mountain Dew at Rs 32 each, except in Gujarat where it is available at Rs 35.
As part of its promotional strategy, the cola major today launched a new marketing campaign for its the 7UP that will be on air in the next two days, besides introducing the product in the new packs.
At present, 7UP is available in 200-300ml pack sizes, besides 600ml and two-litre PET bottles.