Coca-Cola South Pacific has officially launched a 390ml bottle of its fizzy liquid, in what the brand says is to give consumers more choice on the supermarket shelves as well as helping with portion control.

The 390ml bottle was first rolled out in Queensland on a trial basis, in which Coke saw a double digit uplift in sales of the bottle.

As a result Coke is reshuffling its marketing positioning on some of its other size bottles.

The new 390ml bottle will be positioned as a ‘grab and go’ offer, with the 250ml being pushed as the ‘quick treat’.

However those with more of an ‘extra thirst’ will be encouraged to grab one of the 600ml bottles.