Drink manufacturers are aiming to distinguish their products on crowded shelves and save money on shipping and packaging with skinny cans, say analysts and drink makers.
The can, presented at New York’s Fashion Week, had the tagline: “The New Skinny.” It was widely criticized as offensive and the National Eating Disorders Association said the company’s comments were both “thoughtless and irresponsible.”White Claw's skinny white cans have brought along copycats.
Red Bull was one of the first brands to popularize slim cans, and White Claw saw success with its hard seltzer in thin white cans.
skinny cans on store shelves, warehouse pallets and trucks than wider cans, said Dave Fedewa, a partner at McKinsey who consults for retail and consumer packaged goods companies.
But the key, Fedewa said, is that skinny cans catch the eye: “It’s funny how much growth that can drive in retail.”