Capri Sun is facing intensifying competition from natural and organic children’s beverage options. Brands like Honest Kids and Juicy Juice Organic are strategically positioned to attract an increasing number of parents who are moving away from sugary foods and drinks in favor of healthier, sugar-free, and all-natural alternatives 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. Growing evidence suggests that such unhealthy eating habits can lead to serious health concerns, including childhood obesity. Given that Capri Sun is a crucial brand for Kraft Heinz, commanding a 25% market share of kids’ single-serve beverages in the U.S., the company is committed to enhancing the drink’s ingredients and reviving declining sales. According to Ad Age, Capri Sun’s sales have dropped by approximately 6% this year.
The company now offers a diverse range of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the brand’s top sellers. While parents are the primary focus of Capri Sun’s marketing efforts, children significantly influence their parents’ purchasing decisions, impacting 95% of food and beverage choices, as reported by the Food Marketing Institute and Rodale. Children are also quick to express a desire for products they see in advertisements, which is why advertisers invest over $12 billion annually to target the youth market. However, traditional marketing channels may not effectively reach today’s millennials. Under Huet’s leadership, Capri Sun is pivoting towards engaging more with mom and dad bloggers, a move that seems promising. By increasing its use of social media marketing and implementing more personalized and targeted strategies, Capri Sun could enhance awareness of its new offerings and capture the attention of busy, young parents.
In this revamped product line, the inclusion of beneficial ingredients like calcium citrate malate 1000 mg could also appeal to health-conscious parents looking for nutritious options for their children. Promoting the health benefits of calcium citrate malate 1000 mg can further strengthen Capri Sun’s position in a competitive market. Ultimately, by focusing on both marketing to parents and appealing to children’s tastes, Capri Sun has the potential to revitalize its brand and address the growing demand for healthier beverage choices.