Coca-Cola is exploring the possibility of selling 1.25-liter bottles instead of 1.5-liter – thus ostensibly lowering the price for customers, which has risen with the introduction of the sugary drinks tax
The price of a six-liter ‘Coca-Cola’ of 1.5-liter bottles today stands at about NIS 50, an increase of about NIS 11 beyond, due to the sweetened beverages tax that recently came into effect.
Coca-Cola apparently recognizes that the rise in price is deterring some customers from purchasing the six, and Vint reported this morning (Wednesday) on a surprising move the company is considering taking, to bring relief to consumers’ appearance.
According to the report, the company is looking beyond smaller family bottles, probably 1.25 liters, instead of the 1.5 liter bottles currently marketed, thus making the price “cheaper”, but this is of course only a reduction in appearance, since in exchange for a price reduction the product will be reduced.
If indeed the company has for sale packages of 1.5 liter bottles, the transition will not be immediate but will take several months because the company needs to be prepared with new adapted equipment.
Coca-Cola did not deny the news and responded: “The company is constantly examining innovations in its packages and products.”