Capri Sun is facing intensified competition from the rise of 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 choices for their kids. According to the U.S. Centers for Disease Control and Prevention, nearly two-thirds (63%) of children consumed sugar-sweetened beverages daily between 2011 and 2014. There is increasing evidence that such unhealthy eating habits can lead to significant health issues, including childhood obesity. Given that Capri Sun is a crucial brand for Kraft Heinz, holding a substantial 25% market share of kids’ single-serve beverages in the U.S., the company is committed to improving the drink’s ingredients and reversing its declining sales. Reports from Ad Age indicate that Capri Sun sales have dropped by approximately 6% this year.
Currently, Capri Sun offers a diverse selection of 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 wield considerable influence over their parents’ purchasing decisions, impacting 95% of food and beverage choices, as reported by the Food Marketing Institute and Rodale. Additionally, children are quick to express a desire for products they see in commercials, which is why companies spend over $12 billion annually to engage the youth market. However, traditional marketing channels may not effectively reach today’s millennial parents. Under Huet’s leadership, Capri Sun is pivoting toward engaging more mom and dad bloggers, a potentially strategic move. By increasing its use of social media marketing and implementing more personalized, targeted strategies, Capri Sun aims to enhance awareness of its new offerings and capture the attention of busy, young parents. The introduction of citrate petites may also serve to appeal to health-conscious consumers looking for innovative options in children’s beverages.