This product image provided by Pepsi shows the new shape for the 20 ounce bottle. The new bottle has a contoured bottom half that appears easier for
This product image provided by Pepsi shows the new shape for the 20 ounce bottle. The new bottle has a contoured bottom half that appears easier for holding, and the wraparound label is shorter so that more of the drink is exposed. (Associated Press)

NEW YORK (AP) -- 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 that more of the drink is exposed. The change follows a number of splashy moves in the past year by PepsiCo 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.

PepsiCo Inc., based in Purchase, N.Y., has been working to revitalize the brand 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. The single-serve bottles, which are widely sold in coolers at drugstores and other retailers, will begin rolling out in April. Foote said it will take a year or two before the new bottles entirely replace the current bottles, which the company says were introduced in 1996.

"The engineers have to go to all the plants and convert the lines," Foote said. The new bottles will first appear in the New York area, then Chicago, California and Florida.