Coca-Cola Israel Launches New Mini Cans Amid Parallel Import Competition

Coca-Cola Israel has introduced a new 12-pack of 150 ml cans of Coke and Coke Zero, branded as "Coke Ba'קטנה" (Coke Small). The company states this is a limited edition, similar to its 250 ml four-packs and 1-liter four-packs. This move appears to be a response to parallel imports, particularly from countries like Georgia and the Palestinian Authority, which often feature smaller can sizes (150-200 ml) sold at lower prices, sometimes exceeding 20 shekels for 12 units in convenience stores.

The new 12-pack contains a total of 1.8 liters, slightly less than the 1.98 liters found in a standard six-pack of 330 ml cans. While offering 12 cans, consumers receive 9% less product. Pricing analysis reveals the new mini cans are expensive at their base price, with one market listing them at 34.90 shekels (approximately 1.94 shekels per 100 ml). However, various retailers offer significant discounts. For instance, one chain sells them for 29.90 shekels normally (1.66 shekels per 100 ml) but on sale for 16.80 shekels. Another retailer offers them for 24.90 shekels, with a sale price of 14.90 shekels. The lowest price found was at a Shufersal wholesale distributor for 21.90 shekels (1.216 shekels per 100 ml), with a sale price of 11.90 shekels (0.66 shekels per 100 ml).

In comparison, a six-pack of 330 ml cans (1.98 liters total) typically costs between 16.90 to 35 shekels, translating to 0.85 to 1.76 shekels per 100 ml. Larger 1.5-liter bottles are even more economical, with a six-pack costing around 44-46 shekels (about 0.50 shekels per 100 ml) and sale prices as low as 29.90 shekels (around 0.33 shekels per 100 ml). A single 1.5-liter bottle on sale costs 6.90 shekels (approximately 0.46 shekels per 100 ml).

Despite the higher cost per volume for the mini cans, Coca-Cola Israel suggests they offer portion control for an unhealthy beverage and can help prevent food waste.