Coca-Cola Israel Introduces Smaller Cans to Counter Parallel Imports

Coca-Cola Israel has begun distributing 150 ml cans of its soda, a significant reduction from the standard 330 ml size. These smaller cans are sold in 12-can packs labeled "Bektana" (meaning "a little bit"). Company representatives stated on Monday, October 5, that this is a limited edition release. The move is seen as a potential strategy to compete with the parallel import market, which supplies Coca-Cola in various container sizes, including 150-200 ml cans, often sourced from the Palestinian Authority, Georgia, and Jordan. These imported cans are typically sold in 12-packs for around 20 shekels or less. The new Israeli-produced 150 ml cans are priced higher than imported alternatives, with Wolt Market offering a 12-pack for 34.90 shekels, equating to 1.94 shekels per 100 ml. Other retailers offer lower prices, with "Super Barquet" selling packs for 29.99 shekels (or 16.80 shekels on promotion) and "Neto Hisachon" for 24.90 shekels (or 14.90 shekels on promotion). Prices per 100 ml at these competitors range from 0.83 to 1.66 shekels. The total volume in the new 12-can pack is 9% less than in a standard six-pack of 330 ml cans, which typically costs between 16.90 and 35 shekels. The article also notes that larger bottles offer a significantly lower cost per 100 ml, ranging from 0.33 to 0.50 shekels for 1.5-liter bottles sold in six-packs. Additionally, the smaller can size may help reduce sugar consumption, given Coca-Cola's high sugar content.