ASSP

Small is beautiful, and path-breaking

Over the years, HCCB has made some significant contributions to the packaging and bottling industry in India. The Affordable Small Sparkling Package (ASSP) is one such path-breaking innovation.

In a country the size of India, expanding the reach of products into rural areas, and doing so affordably, had been a key challenge facing the consumer goods industry for years. To tackle this challenge, HCCB and German packaging company KHS, worked for nearly two years to create a bottle that maintained the aesthetically pleasing look expected from HCCB products while ensuring carbonation is not lost during transit. Thus, the ASSP was born.

The design of the bottle also had some changes incorporated into it, increasing the life of its contents by five months. A new protective coating was added for this purpose. This helped it during long transits and preserved the freshness of the contents for a longer period. Smaller bottles also meant lower carbon footprint. ASSP was exactly what it was. Tiny, yet mighty, with the power to change the industry.

To preserve the sought-after “biting taste” sparkling beverages provide, the bottle's opening was redesigned to reduce the amount of gas loss from the cap. Previously, a small, affordable serving size was widely desired – but not always available – in rural India. But thanks to ASSP, all that is passé.

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Hindustan Coca-Cola Beverages Private Limited

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