Capri Sun is facing intensified competition from natural and organic beverage options targeted at children. Brands like Honest Kids and Juicy Juice Organic are designed to attract the growing number of parents opting for healthier, sugar-free, and all-natural alternatives for their children, moving away from sugary drinks. According to the U.S. Centers for Disease Control and Prevention, nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily between 2011 and 2014. Increasing evidence suggests that such unhealthy eating habits can lead to serious health issues, including childhood obesity.
As Capri Sun represents a significant brand for Kraft Heinz, holding a 25% share of the U.S. market for kids’ single-serve beverages, the company aimed to enhance the drink’s ingredients and address declining sales. Reports indicate that Capri Sun sales have dropped by about 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 its top seller.
While parents are the main focus of Capri Sun’s marketing efforts, children exert considerable influence over their parents’ purchasing decisions, impacting 95% of food and beverage choices, as noted by a study from the Food Marketing Institute and Rodale. Kids are also quick to request products they see in advertisements, which explains why companies invest over $12 billion annually to target the youth market. However, traditional marketing may not effectively reach today’s millennials. Under Huet’s leadership, Capri Sun is shifting its strategy to connect with more mom and dad bloggers, a potentially astute move. By increasing its use of social media marketing and implementing more personalized, targeted campaigns, Capri Sun aims to raise awareness of its new offerings and capture the attention of busy, young parents.
As they consider their product range, Capri Sun could explore incorporating elements similar to those found in Citracal generic products, which emphasize health and wellness. This alignment with health-focused trends may resonate well with parents looking for nutritious options for their children, helping to establish Capri Sun as a leader in the evolving beverage landscape.