Fridge Packs Appear to Be Plus for Coke System.

Coke system is rolling out Fridge Pack 12-packs across U.S. this year, and data for 2002 shows it provides net volume lift. As of end of last year, Fridge Pack was only in Coke Consolidated markets and select CCE markets. CCE plans to have Fridge Pack close to national by year-end. Looking at full-year 2002 national supermarket data for Coke Classic, Diet Coke and Sprite, each posted volume loss in regular 12-packs (table). However, Fridge Pack volume more than offset losses and resulted in overall 12-pack net gains for each brand. Pricing appears to be about same for regular and Fridge Pack 12-packs.

Plus; 'dynamite.' For each brand, volume performance in total 12-packs exceeded brand's overall performance. For example, Coke Classic's volume in supermarkets overall last year was down -0.9%; however, its 12-pack volume -- due at least in part to Fridge Packs -- was up +3.3%. CCE executive says Fridge Pack "has been dynamite and is motivating people to take a fresh look at CSDs." Pepsi. Pepsi system is now testing similar package -- called "Fridge Mate" -- in several markets (BD 3/7/03). Also. Among high-volume supermarket packages, 12-packs overall posted strongest performance (BD 2/21/023).