Capri Sun is facing intensified competition from natural and organic children’s beverage options. Brands like Honest Kids and Juicy Juice Organic are strategically targeting the growing number of parents who are moving away from sugary drinks in favor of healthier, sugar-free, and all-natural alternatives for their children. The U.S. Centers for Disease Control and Prevention reported that nearly two-thirds of kids (63%) consumed sugar-sweetened beverages daily between 2011 and 2014. Increasing evidence suggests that such poor dietary habits can lead to health problems, 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 aimed to enhance the drink’s ingredients and reverse declining sales. According to Ad Age, Capri Sun’s sales have dropped approximately 6% this year. The company now offers a broader selection of Capri Sun juice drinks, including its original sugar-sweetened varieties, which continue to be the brand’s top sellers.
While parents are the main focus of Capri Sun’s marketing efforts, children significantly influence their purchasing decisions, affecting 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 engage the youth market. However, traditional marketing methods may not effectively reach today’s millennials. Under Huet’s leadership, Capri Sun is pivoting to connect with more mom and dad bloggers, a strategic move. By increasing its use of social media marketing and implementing more personalized, targeted campaigns, Capri Sun hopes to boost awareness of its new offerings and attract the attention of busy, young parents. In addition, it’s important for parents to consider the best quality calcium citrate supplement for their children’s health, as proper nutrition plays a crucial role in their overall well-being. By integrating healthier drink options and promoting the best quality calcium citrate supplement, Capri Sun can appeal to health-conscious families.