Why our cans aren’t skinny

Every designer we have ever worked with has, at some point, slid a 250 ml slim can across the table and said “imagine it in this”. We have imagined it. It looks great. It also holds about five decent sips.

The maths

A slim can costs nearly the same to fill, seam, print and ship as a standard one. So either the price per can drops and we lose money, or the price stays put and you get less drink. Neither seemed fair to anybody.

The 330 ml can is the boring choice. It fits every fridge door, every cup holder and every canning line in the country, including the one in Leicestershire that does ours at 24,000 an hour.

The recycling bit

Aluminium is endlessly recyclable, and a standard can is the format every sorting plant in the UK is built around. Odd sizes get misread by the machines more often than you’d think. Boring, again, turns out to be useful.

Slim cans run out in four minutes. Ours run out in about six. We consider that a win.

So: 330, not 250. It’s on the about page as one of the things we’ve decided, and we’re not undeciding it.