Diageo said that fractional sizes such as 35cl did particularly well in the vodka category and predicted the new size would appeal to people doing top-up shopping.
Senior brand manager Helen Facey said: “We have made the decision to trial this new 50cl size for Smirnoff as there is a proven consumer demand within the fractional category and we expect the product to perform well.
“We want to be able to offer consumers a range of options and price points, so that they can choose the size that best suits their needs for different occasions.”
The recommended selling price is £9.49, but an £8.99 price-marked pack has been introduced for the launch period. Once Diageo GB evaluates the results of the trial, a decision will be made on a permanent launch.