With civilization cutting earlier on soda, Coca-cola is plan to use a 7.5 ounce can, right, to replace its traditional 12-ounce can.

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NEW YORK >> Americans desire to cut ago on soda, and they"re willing to pay an ext to do it.

With people drinking much less soda amid wellness concerns, Coke and also Pepsi room pushing smaller sized cans and also bottles the contain fewer calories and, they say, induce much less guilt. That all come at a price: Those cute little cans deserve to cost much more than double as much per ounce.

The shift means 7.5-ounce "mini-cans" and 8-ounce and also 8.5-ounce glass and also aluminum bottles are taking up much more space ~ above supermarket shelves. The cans and also bottles have been roughly for a few years, but Coke and also Pepsi are making them more widely accessible and marketing them more aggressively.

As component of the "Share-a-Coke" project that printed popular names on cans and bottles last year, because that instance, Coke claims it distributed a million mini-cans.

Shift in strategy

The focus on pushing smaller packages signal a transition from the past pair of decades, when beverage makers measured success by the sheer volume of soda lock sold. Yet soda usage has decreased persistently in current years, v public wellness officials blaming it because that making world fat and calling for special taxes and also even warning brand on cans.

Soda fight its top in 1998, as soon as Americans on median drank the identical of 576 cans of the a year, follow to data native the industry tracker Beverage Digest. That number was under to about 450 cans a year in 2013.

Instead the fighting what appears to be a losing battle, Coke and Pepsi are pushing smaller sized cans and bottles that offer their commodities a sense of newness amongst the farming proliferation the beverage choices. The companies additionally say the tiny sizes cater to people"s desire for more modest servings.

"Coca-Cola is therefore delicious, but it"s favor sun tanning or cigarettes — they"re this wonderful things that we now recognize are terrible for us," claimed Lauren Utvich, a 31-year-old food stylist in brand-new York, that bought the Coke mini-cans once she very first spotted them.

Utvich doesn"t usually drink soda, but she likes that the mini-cans turn Coke into a reasonably guiltless treat. However that"s no the just reason she bought them. "Let"s it is in honest. I favor them due to the fact that they"re freaking adorable," claimed Utvich, who didn"t pay fist to how much they cost.

During a presentation in November, Coke"s phibìc American president Sandy Douglas stated the health and also wellness tendency has set up "a tremendous chance for the Coca-Cola brand v our smaller packages."

He detailed a constant 12-ounce deserve to of Coke on median sell for 31 cents. Through comparison, a 7.5-ounce mini-can sells because that 40 cents. That translates to 2.6 cents-per-ounce for a consistent can, matches 5.3 cents-per ounce for the mini version.

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Sales that Coke"s smaller sized sizes — which incorporate a 1.25-liter bottle as an alternate to the 2-liter party — to be up 9 percent last year through October, follow to the presentation by Douglas.