As consumers cut back on sugary drinks due to health concerns, PepsiCo and Coca- Cola are looking to introduce miniatures here to boost consumption and set the stage for a fresh cola war this summer.
Priced lower than regular bottles, these mini cans and PET bottles (150-180 ml) will be used to lure consumers who don't want to have too much. Apart from regular distribution channels, the companies will be pushing these bite-sized treats through online marketplaces in the form of multipacks. Airlines may be targeted too.
The New York, Purchase-based food and beverage major will launch 150ml cans of Pepsi and Diet Pepsi at an introductory price of Rs 15 each. Multipacks of four cans are on the cards. Minis of carbonated beverages such as Mirinda and Mountain Dew may be launched later.
PepsiCo's rival Coca-Cola, on the other hand, is planning to launch slightly larger packs of 180ml cans and 300ml PET bottles that will be priced at around Rs 20 each. These will be across its sparkling beverages portfolio that consists of drinks such as Coke, Coke Zero, Diet Coke, Thums Up, Sprite, Fanta and Limca.
At present, a 200ml glass bottle of carbonated beverage by both these companies is priced at around Rs 12, a 300 ml glass bottle is priced at around Rs 15 and a 600 ml PET bottle comes for around Rs 35.Although the new smaller packs carry lower sticker prices, the consumer pays more per ml. This price-packaging architecture has proven to be big hit for cola makers in other markets where consumption is slowing down and a price hike is a big no-no.
"We will market these in smaller towns as well. Cans are aspirational for a lot of consumers. At a lower price point, these may push penetration because historically Indians have been concerned about the price-value equation between cans and glass bottles," said Prakash.