It is the first major change to the bottle design in 23 years and has been dubbed the
"contour bottle " because of its easy-to-grip shape.
The new-look packaging will be rolled out in the UK throughout 2008 across the Coca-Cola,
Diet Coke and Coke Zero brands. An outdoor ad campaign and in-store POS will form part of a £300,000 push to promote the changes.
Marketing controller Steve Fry said: "CCE is constantly working to innovate and refresh the soft drinks category with exciting and relevant launches. Extensive consumer tests have revealed the grip bottle is in great demand, with 83 per cent of consumers tested preferring the new bottle."