Josh Brooks / PackagingNews
Britvic and PepsiCo launch compact 250ml cans in UK
A compact 250ml drinks can has hit UK supermarket shelves for the first time in a new multipack launch from soft drinks manufacturers Britvic and PepsiCo UK.
The cans, which are manufactured by Ball Packaging Europe, are designed to stand out from the standard 330ml cans at the point of sale. Pepsi Max, Diet Pepsi and Pepsi are being sold in the format, while 7UP Free and Tango will.
They are as wide as the 330ml cans but shorter, making them, according to Ball, easier to carry in a handbag or a picnic. The Handy Can format, as it is known, is being sold in a variety of pack sizes of 10, 12, 15, 18, 24, 30 and 36 cans.
Britvic brand controller Noel Clarke said: “From our research we know that consumers buy based on the number of cans inside a multipack. The more cans in a multipack, the more consumption occasions there are and the more cans are there to share.”
The new steel can was developed in a close collaboration between Ball and Britvic, which manufactures PepsiCo’s brands in the UK. Both companies invested in adjusting machines and equipment at the production facility in Rugby, where the two factories are located next door to each other and connected by a tunnel.
To drive sales of the new range, Britvic and PepsiCo UK are investing in grocery outlets with in-store POS, retailer magazine and website promotional activity, while cash and carries will be supported with pallet wraps and posters.
According to the market research institute Nielsen, the Pepsi, 7UP and Tango brands are currently worth £393m in the take home market and account for 8% of the total growth in the soft drinks market in the last twelve months.
Ball’s Handy Can is part of a trend towards new container sizes that has been developing over the last 20 years but was boosted in 2009 when the European Union suspended regulations for food and drinks packaging sizes, excluding wine and spirits.
Geoff Courtney, regional sales manager at Ball Packaging Europe, said: “Individual container formats help beverage producers to differentiate between brands and position them better on the retail shelf.”
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