Atlanta-based Coca-Cola will launch a 12.5oz bottle in the US in order to attract customers who are watching their weight and spending.
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The new, smaller bottle joins the 16oz bottle introduced in 2010 as an alternative to the 20oz bottle.
The company imported the strategy from Mexico, where bottling partners began diversifying package sizes more than a decade ago to offer more price options in the wake of the 1994 peso devaluation and economic crisis.
Coca-Cola is sold in more than 30 packages in Mexico, ranging from 6.75oz to 3l.
The company also plans to bring in new customers with its 7.5oz cans, which were rolled out nationally last year and represent less than 5% of its sales mix.
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By GlobalData
