Soft drinks giants Coca Cola and Pepsi have effected a 50 per cent increase in the price of some of their most popular drinks.

The rise, which came into affect on Monday, means that cans and bottles produced by the two companies now cost 150 fils, instead of 100 fils.

The price of the 2.25-litre "family bottle" has also increased from 400 fils to 500 fils, said spokesmen for both companies.

All carbonated soft drinks produced by both firms are affected by the price rise. This includes several Pepsi products and other popular brands it manufactures such as Miranda, 7-UP and Mountain Dew.

Several Coca Cola products and other brands, including Fanta, Sprite and Canada Dry are also affected.

"For the past 30 years, Pepsi cans have been sold to consumers in Bahrain for 100 fils," said bottler Ahmadi Industries general manager Ali Ahmadi.

"We kept our prices constant, despite the escalating cost of overheads, labour and raw materials.

"Naturally over the past few years, the increasing costs have put tremendous pressure on the viability of the business, hindering our ability to grow our business and employment base."

Ahmadi said Pepsi would continue to offer its products to consumers at what it considered good value. "Looking back, if we had increased our price at the same rate as the official inflation in the GCC, our prices would be much higher today than our new prices," he added.

Coca-Cola Export Corporation Middle East business unit public affairs and communications manager Antoine Tayyar said the prices had been increased in keeping with the "huge escalation" in overhead costs.

"Whether it is sugar, the flavouring or other costs, there has been a huge increase. We cannot afford to continue to offer the same prices anymore," he said.

Tayyar revealed the company was also considering introducing more of its products in Bahrain. "We will keep up with what the market wants at all times," he said. -TradeArabia News Service