SA fizzy drinks undergo "shrinkflation" to control sugar intake

We've all wondered about the smaller Coke bottles on shop shelves. This is an attempt to cut down sugar consumption with Coca-Cola reducing its 500 ml "buddy" to 440 ml and the traditional 330ml Coke cans will soon have a volume of just 300 ml.

Spokesperson at Peninsula Beverages, Priscilla Urquhart says the company has embarked on a journey to raise awareness and educate people on sugar consumption by introducing portion control to consumers.

Some consumers are angry at being asked to pay the same amount of money for less.

The price has remained the same for several reasons - the input cost that goes into innovating and the new packaging as well as not introducing price increase.

Priscilla Urquhart, Public affairs and communications manager at Peninsula Beverages

The primary goal here is to get consumers think about their own sugar consumption and a healthy active lifestyle.

Priscilla Urquhart, Public affairs and communications manager at Peninsula Beverages

We are doing our best to ensure that consumers are not hard hit in the pocket and at the same time ensure that they continue enjoying their favourite Coca-Cola products.

Priscilla Urquhart, Public affairs and communications manager at Peninsula Beverages

Executive Director at Beverage Association SA, Mapule Ncanywa says the association is very proud of their members who have taken the initiative to reduce sugar content within their brands.

Ncanywa says the process started in 2014 and they have been reporting to the Department of Health on their progress.

We are very proud that we have reached the 15% reduction that our members have put through.

Mapule Ncanywa, Executive Director at Beverage Association SA

What goes in reformulating a product is not as simple as one morning waking up and deciding, its a process... We started in 2014 and decided to do this in batches.

Mapule Ncanywa, Executive Director at Beverage Association SA

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