Iconic soft drink Coca-Cola has announced plans to change its drinks sizes in supermarkets across the UK. The change will make products more “affordable and appealing to customers”. The beverage maker will change both its pricing and pack strategy. Coca-Cola Chief Executive John Murphy, speaking at the Deutsche Bank consumer conference, said that customers will notice differently sized products on shelves in the coming months. Murphy said the changes are being implemented as demand for Coca-Cola products is currently “uneven”. The changes are being carried
out while keeping prices affordable for budget-conscious shoppers. Consumers earning $50,000 to $60,000 (£37,000 to £45,000) are financially “stretched”, research by Coca-Cola showed. In order to continue appealing to this customer base, Coca-Cola has decided to offer cheaper drinks, through the introduction of smaller, single-serve products. While there will be lower-cost items, there will also be larger packs and premium items for those looking to treat themselves. The changes come after the company recently launched its “game-changing” Superfan can in supermarkets. This can is larger
in size at 500ml instead of the typical 330ml, giving customers more of their favourite beverage while retaining the “premium feel” of a can over a bottle.
Coca-Cola, UK supermarkets, pack strategy, can sizes, pricing, Superfan can, John Murphy, consumer conference, affordability
So basically they’re just making the can smaller again… love that.
Not surprised. Companies keep saying “affordable” but it’s like the price stays the same and the can gets smaller. Also why do they need a whole conference to tell us this?
I don’t get it, if demand is “uneven” then just sell more? But they’re changing pack sizes, pricing, and whatever “Superfan can” is. Isn’t that the one that’s bigger though, like 500ml? Seems like a mixed message.
This is why I switched to store brand. They’ll shrink it for the $50k people and then “premium” it up for everyone else, same corporate math every time. Next they’ll “rethink” the bottle too and call it innovation. Prices are already wild in the UK so I’m sure the smaller cans won’t magically feel cheaper.