What’s Hot: Coke pops out slim can

NEW YORK —Addressing consumers’ desire for lower-calorie beverages and reduced-calorie portions, Coca-Cola has introduced a 90-calorie slim can version of its classic cola. The new cans contain significantly smaller servings than Coke’s traditional 12-oz. cans, which contain 140 calories.

The 7.5 fluid-oz. mini cans will be test marketed in Washington, D.C., and New York City in December. Coke plans to expand to a national rollout in March 2010 and to add 90-calorie cans of additional brands, including Fanta Orange and Sprite, as part of that rollout. All will be available in eight-can multipacks and will not be sold individually.

The introduction of the mini cans is “part of a broader effort to adjust to the demands of consumers trying to make better decisions,” according to a statement released by Coca-Cola.

Consumers have been migrating to lower-calorie beverages since the 1990s. Coke’s carbonated beverages were off 3% last year, according to the company’s 2008 annual report, and the percentage of noncarbonated and low-calorie beverages rose from 11% in 2000 to 22% in 2008.

Controlled portions have been successful in the snack category; it could be a smart strategy for keeping consumers interested in carbonated beverages as well.