Capri Sun is facing intensified competition from the growing market of natural and organic children’s beverages. Brands like Honest Kids and Juicy Juice Organic are catering to the increasing number of parents who are moving away from sugary drinks in favor of healthier, sugar-free, and all-natural options for their children. The U.S. Centers for Disease Control and Prevention has reported that nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily between 2011 and 2014. This alarming trend has been linked to various health problems, including childhood obesity. Given Capri Sun’s significance to Kraft Heinz — holding a 25% share of the U.S. market for kids’ single-serve beverages — the company has committed to enhancing the product’s ingredients and reversing declining sales. As reported by Ad Age, Capri Sun’s sales have decreased by approximately 6% this year.
Currently, Capri Sun offers a diverse lineup of juice drinks, including the original sugar-sweetened varieties, which remain the brand’s top sellers. While parents are the main focus of Capri Sun’s marketing strategies, children play a crucial role in influencing their parents’ purchasing decisions, impacting 95% of food and beverage choices, according to research from the Food Marketing Institute and Rodale. Kids are also quick to express interest in products they see advertised, prompting advertisers to invest over $12 billion annually to capture the youth market.
However, traditional marketing channels may not effectively reach today’s millennials. Under Huet’s leadership, Capri Sun is pivoting to engage more with mom and dad bloggers, a strategic move that could prove beneficial. By increasing its presence on social media and employing more personalized marketing tactics, Capri Sun aims to raise awareness of its new product offerings and attract the attention of busy, young parents. Additionally, as parents seek out healthy options, products like barilife calcium chews are becoming increasingly popular, aligning with the trend towards better nutrition for children. By focusing on such innovations, Capri Sun hopes to regain its footing in the competitive beverage landscape.