Britvic is investing £250,000 in the initial UK launch of a new Pepsi single serve 300ml non-returnable glass bottle (NRB).

Targeting on-trade customers, the new packaging will run across all Pepsi variants and is designed, says Britvic, to offer the perfect presentation of Pepsi, either in a glass with ice and a wedge or to drink straight from the bottle.

Research company Martin Hamblin claims that 92% of consumers prefer this pack to other pack formats. While 76% of consumers agree the new packaging is suitable for food outlets, 86% believe the pack is the right amount for drinking with a meal.

Andrew Marsden, category director at Britvic said: "The new packaging will give our on-premise customers a new premium packaged format with huge profit potential.

"We expect sales of the new NRBs to rise to 5 million litres per year and account for over 2% of Pepsi volume," he added.

Available from March in 24 bottle cases, the new Pepsi 300ml NRBs have a recommended selling price of £1.15 - £1.49. Support for the new packs will include staff incentives and a point of sale campaign.