Dive Brief:
- Coca-Cola will sell single-serve versions of its sodas in 7.5-ounce mini cans to attract consumers with a more affordable grab-and-go option.
- The cans will be available in convenience stores nationwide in January. The smaller portion size has been available for more than a decade in grocery stores, but until now was only sold in multipack format.
- Mini cans account for more than 9% of the sparkling soft drink mix in large stores, the beverage giant said. In a recent pilot, the single-serve mini cans saw strong sales without impacting Coca-Cola’s larger format sales.
Dive Insight:
As consumers pull back on spending in the face of persistent inflation, food and beverage companies have changed their portion sizes to offer more value, offering a range of mini and bulk sizes to help shoppers stretch their dollar.
Offering consumers a smaller portion allows them to “enjoy Coca-Cola on their terms,” Joel Bishop, president of commercial leadership of Coca-Cola’s North America Operating Unit, said in the release.
Mini versions will be available in c-stores of original Coca-Cola, Coca-Cola Zero Sugar, Coca-Cola Cherry, Sprite and Fanta Orange. The suggested retail price of a single can is $1.29.
In addition to offering a more affordable price point, smaller sizes also appeal to health-conscious consumers looking for moderated indulgence. The rise of GLP-1 medications for weight loss has led to a decline in the consumption of sugary snacks and beverages, with more users seeking out smaller portion sizes. Coca-Cola also said the smaller size could allow consumers trial versions of new flavors.
The smaller format fits into how people shop at convenience stores, the company said, with more than half of mini buyers also purchasing a snack. With more consumers regularly visiting c-stores for their convenience and value, Coca-Cola is betting its mini cans will help drive sales and awareness of new flavors, while increasing purchases of its iconic sodas.
“Convenience stores are where many of today’s quick decisions happen, and the cold vault plays a big role in those moments,” Bishop said. “By introducing mini cans into that space, we’re giving shoppers more choice and making Coca-Cola easier to enjoy and more accessible for the next generation.”
Coca-Cola also announced it would launch a new flavor in February, Coca-Cola Cherry Float, in various sizes, including mini. The company said another rotating flavor available in a smaller quantity is Sprite Winter Spiced Cranberry, which adds spices and cranberry flavors to its original lemon-lime flavor.
