NEW YORK - Pepsi is rolling out a new shape for its 20-ounce bottle for the first time in about 17 years.
The new bottle has a contoured bottom half that appears easier for holding, and the wraparound label is shorter so more of the drink is exposed. The change follows a number of splashy moves by PepsiCo Inc. to improve results for its namesake soda, including a multiyear deal to sponsor the Super Bowl halftime show and a wide-ranging deal with the pop star Beyonce.
The Purchase, N.Y., company has been working to revitalize Pepsi after losing market share to Coca-Cola Co. in recent years.
Andrea Foote, a PepsiCo spokeswoman, said the new 20-ounce bottle is part of the company's ongoing update of marketing and packaging materials for the cola.
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