Pepsico has launched a new 13-ounce option that offers a lighter, more accessible entry point. Rolling out on shelves, it’s designed to meet shoppers where they are. The 20-ounce drives experience. The 13-ounce unlocks participation and frequency. Both are essential, and both require clear roles through pricing, placement, and activation. When there isn’t a size that fits the moment, people are less likely to buy.
This is a portfolio design decision, with the emphasis on expanding coverage across a wide range of consumer preferences.
JP Bittencourt, Sr. V.P., Marketing, Sparkl ing Brands, PepsiCo Beverages, said, “While the 20-ounce PET bottle is likely to remain the dominant package in the category, consumers are increasingly seeking more choice, in both price and serving size.”
Pepsico Has Building A Better Cold Vault For Today’s Shopper
