I'm going to say something surprising: in this particular issue, I actually think the role is in education. Consumers drive industry, and I don't think industry would have any hesitation making smaller-sized portions if consumers demanded them.
One of the ways that consumers may start to demand those types of things is if they are given clear guidance and understanding on calories. If they know the calories involved in all of the 750-millilitre containers, and the percentage of their day that they're drinking in two to three minutes, they may demand more smaller-sized portions, like the chubbies that Calla was talking about. I would imagine that's been a consumer-driven thing, and I'm thrilled to see it happening.