| By JP Bittencourt, SVP of marketing, sparkling brands, PepsiCo Beverages |
The cold vault is one of the most productive and valuable pieces of retail real estate. It’s where shoppers pause, compare, and decide if something feels worth it. It’s also where consumer goods price points face the most scrutiny, with shoppers across all cohorts evaluating value carefully. 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, and they have strong preferences about the package formats that fit different moments, budgets, and lifestyles. Those moments are changing. And with them, expectations for single-serve beverages are shifting, too.
A newly launched 13-ounce option offers a lighter, more accessible entry point. Rolling out on shelves beginning next week, 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. That’s a missed opportunity for both retailers and the category as a whole. The answer is not to retreat to smaller cans and risk trading down the experience. The opportunity is to right-size PET in a way that protects both participation and the refreshment consumers expect. This is a portfolio design decision, with the emphasis on expanding coverage across a wider range of consumer preferences.
Done right, this is not about splitting demand. It’s about growing the system. More relevant choices bring more people into the category and create more reasons to come back. For retailers, that means more trips, more engagement, and a cold vault that stays fresh and exciting. If we do this right, with brands and a package that consumers love — all boats will rise.
Execution matters. When roles are clear, participation strengthens and the system works. The future of single serve is not about one pack winning. It’s about a portfolio that works together, protecting scale while evolving with changing occasions. That is the next chapter of the cold vault strategy: designing portfolios that expand participation while preserving the experience at the heart of the category.