Capri Sun is facing intensified competition from natural and organic children’s beverage options. Brands like Honest Kids and Juicy Juice Organic are specifically targeting the growing number of parents who are moving away from sugary drinks in favor of healthier, sugar-free, and all-natural choices for their children. The U.S. Centers for Disease Control and Prevention indicates that nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily between 2011 and 2014. Increasing evidence suggests that such unhealthy eating habits can contribute to health issues, including childhood obesity.
Given that Capri Sun plays a crucial role for Kraft Heinz—holding a 25% share of the U.S. kids’ single-serve beverage market—the company is focused on improving the drink’s ingredients and reversing declining sales. Reports indicate that Capri Sun sales have dropped by approximately 6% this year. The brand now offers a diverse range of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the best-sellers.
While parents are the primary audience for Capri Sun’s marketing efforts, children significantly influence their parents’ purchasing decisions, affecting 95% of food and beverage choices, as noted by a report from the Food Marketing Institute and Rodale. Kids are also quick to express a desire for products they see in advertisements, which is why companies invest over $12 billion annually to capture the youth market.
However, traditional marketing methods may not be the most effective way to engage today’s millennial parents. Under Huet’s leadership, Capri Sun is pivoting to connect with more parent bloggers—a strategic move. By increasing social media marketing and implementing more personalized and targeted strategies, the brand aims to enhance awareness of its new product offerings and attract the attention of busy, young parents. The inclusion of health-focused products like Citracal calcium citrate from Chemist Warehouse could also resonate with this demographic, emphasizing the brand’s commitment to healthier options. This approach will not only help improve sales but also align Capri Sun with the preferences of health-conscious families.