Pepsi has redesigned its 20-ounce bottle for the first time in 17 years.
Featuring a contoured lower half, the new bottle is designed to be easier to grip than its bulky predecessor, the Associated Press reports. It will also possess a smaller wraparound label, exposing more of the beverage.
The new design is one of several changes by PepsiCo Inc. (NYSE:PEP) in an attempt to improve sales figures for its soda brand. In the past year, the company has signed a multi-year sponsorship agreement with the Super Bowl and a major endorsement deal with pop star Beyonce Knowles.
Despite PepsiCo’s renewed efforts, the brand has struggled to achieve its desired sales figures. The company saw a four percent decline in volume last year, according to a Securities and Exchange Commission filing. The figure includes decreases in sales for both PepsiCo’s carbonated and noncarbonated soft drinks.
PepsiCo spokeswoman Andrea Foote said the new 20-ounce bottle is part of an update for the cola's marketing and packaging materials. The new shape will also be used for the 16-ounce bottles, as well as Diet Pepsi, Pepsi Max, and Pepsi Next brands. It will begin rolling out in April.
Foote told AP that it will take at least a year or two for the new design to entirely supplant the current bottle design that debuted in 1996.
"The engineers have to go to all the plants and convert the lines," she said. The new bottles will first appear in New York, Chicago, and parts of Florida and California before the rest of the country.
PepsiCo controls several major consumer brands including Frito-Lay chips, Gatorade, Quaker Oats and Tropicana.