UK: Coca-Cola Co to launch "slimline" Coca-Cola can

By | 8 July 2013

Coca-Cola says the new cans will better fit household budgets

Coca-Cola says the new cans will better fit household budgets

The Coca-Cola Co is launching a 25cl can across its flagship Coca-Cola portfolio in the UK as it steps up moves to cut calories in its products.

The "slimline" can will go on sale in the off-trade from the middle of this month, Coca-Cola Great Britain & Ireland announced on Friday (5 July). The Coca-Cola version will contain 105 calories per can, compared to 139 for a 33cl can, the company said. 

A Coca-Cola GB & Ireland spokesperson told just-drinks the 25cl can has been launched in a limited roll-out in Belgium and is already available in the Netherlands. It will be introduced into more European countries in coming months, the spokesperson said.

A Coca-Cola Germany spokesperson confirmed to just-drinks that a 25cl can is already available in the country, alongside a 15cl can.

GM for Coca-Cola GB & Ireland Jon Woods said: “(The new packaging) forms part of our on-going commitment to provide the people who enjoy our drinks with greater choice in terms of calories and portion size, supporting our goal of helping to promote greater awareness of energy balance in diets across the UK.”

The new can, which will cost GBP0.49 (US$0.73), also has a lower price point than bigger cans, which Woods says is important in today's economy. “The slimline cans offer people a handy Coca-Cola, Diet Coke or Coca-Cola Zero at great value, which is really important as we know affordability is high on the agenda for many British shoppers,” he said.

Coca-Cola has taken a number of steps in the UK this year to reduce calories in its sugared products, including reformulating Sprite to contain stevia.

Last week, Coca-Cola announced the launch of Coca-Cola Life in Argentina, the company's first stevia-based Coca-Cola branded product.

It has also made changes to bottle sizes - last year it unveiled the 37.5cl bottle, which was the company’s first new on-the-go pack size launch in almost 20 years, it said.

Meanwhile, the Coca-Cola GB & Ireland spokesperson confirmed that the company will move its HQ to a central London office from its base in Hammersmith next year. 

Expert analysis

How Will Stevia Change the Sweeteners Market?

Stevia’s arrival in the international sweeteners market is almost certain to shake up the entire area of sugar replacement, but the big question is whether it will erode volumes of existing high-intensity sweeteners or will settle comfortably alongside them with its broader focus on balanced wellness rather than dieting. In order to answer that question, this report explores the background, current status and future directions for stevia sweeteners.

Sectors: Soft drinks

Companies: Coca-Cola Co, Sprite, Diet Coke

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UK: Coca-Cola Co to launch "slimline" Coca-Cola can

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