The cans have been developed from research carried out by Britvic, which has a UK bottling agreement with PepsiCo. The research revealed consumers, with an emphasis on women, would like smaller cans.
The new can size is being offered in a range of multipacks – 10, 12, 15, 18, 24, 30 and 36. It will be supported by in-store and point-of-sale marketing activity, with promotional material in magazines and websites.
Noel Clarke, brand controller at Britvic, said: "Our new 250ml multipack range will provide value to consumers by giving them more cans per pack and ensuring that we continue to grow the category even further."
According to Nielsen Scantrack, the Pepsi, 7UP and Tango brands are currently worth £393m in the take-home market.
In February, PepsiCo launched a "skinny can" for its Diet Pepsi brand in the US, in time for New York Fashion Week. The product was badly received by consumers.
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