Coca-Cola Great Britain is test-marketing its Diet Coke brand in a smaller can, in an exclusive deal with retailer Boots. The soft drinks giant has reduced its can size in an effort to appeal to women who want to drink smaller portions.
The low-calorie cola will be available in a 250ml “mini-break” format as well as the existing 330ml cans, 500ml plastic bottles and 150ml mixer cans. The mini-break range will also include Diet Coke with Lemon and Caffeine-Free Diet Coke.
The initiative is in line with Coca-Cola’s strategy, outlined earlier this year, of concentrating less on volume sales and instead developing premium-priced packaging formats and new variants.
Coca-Cola is also aiming to build on Diet Coke’s links with films in the UK this summer. The company has launched a Diet Coke Film Fest promotion that will encourage UK consumers to vote for their favourite movie of all time.
Coca-Cola Co’s chief counsel in the US, Deval Patrick, has resigned after three years. Federal authorities are investigating the company over whether it shipped excess cola syrup to bottlers in Japan to artificially inflate sales.