PepsiCos new skinny can has received criticism from health organisations

PepsiCo's new 'skinny' can has received criticism from health organisations

PepsiCo has moved to defend itself from criticism over the launch of its new Diet Pepsi 'skinny' can.

Last week the US beverage giant announced the launch of the slimmer can in the US in March. The new format, designed to "connect better with the cola's core female market", launched at Mercedes-Benz Fashion Week in New York last week.

However, the design has met with criticism from health organisations, who claim the firm's marketing for the can is "ill-conceived" and "offensive".

"It is painful that a major fortune 500 company needs to denigrate the majority of women in this country to sell their products," said National Eating Disorders Association president and CEO, Lynn Grefe. "Most women are not skinny, nor should we encourage them to be anything but their own personal healthy size. The focus should be on health."

Despite the criticism, PepsiCo defended the new look. A spokesperson for the firm told just-drinks: "We are sensitive to this interpretation, and that is definitely not our intent.

"We intend to highlight the innovative look for Diet Pepsi and provide our fans with an 'inside look' at events that celebrate innovation and style."