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 better for holding, and the wraparound label is shorter so 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.