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    New Packaging for Coke

    Curvier 2-liter bottles to hit test market shelves.

    ATLANTA -- The shape of a 2-liter bottle of Coke will change in some markets, as Atlanta-based Coca-Cola and its bottlers are turning to packaging as a key way to set their products apart and try to generate fresh appeal in a retail environment suffering from sagging carbonated soft drink sales, the Boston Globe reported.

    Coca-Cola should not be in the same 2-liter bottle as every other brand, Hendrik Steckhan, head of carbonated soft-drink brands for Coca-Cola North America, told the paper. "When you think about this, it just doesn’t make sense," he said.

    As a result, more sizes and bundles of Coke products will be rolled out at supermarkets and convenience stores, and the iconic contour shape of the Coca-Cola brand will become more prominent, the report stated. A 2-liter contour bottle, already in Birmingham, Ala., and Chattanooga, Tenn., is being added to Atlanta this month.

    "There was a point in time when value was defined as more—more ounces for less [money]," Ralph Kytan, vice president of Coke’s North American bottling operations, told the Globe. "Package diversity is about matching up the benefits of the package with the needs of the purchaser for the occasion they’re buying for."

    At convenience stores, 20-ounce bottles are the top-seller, but the price—more than $1—hurts sales.

    Consumers looking for a more affordable option may grab a 16-ounce bottle priced at 99 cents, Steckhan told the paper.

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