Capri Sun is facing heightened competition from natural and organic beverage options designed for children. Brands like Honest Kids and Juicy Juice Organic are effectively appealing to a growing number of parents who are moving away from sugary drinks in favor of healthier, sugar-free, and all-natural choices for their kids. The U.S. Centers for Disease Control and Prevention indicates that nearly two-thirds (63%) of children consumed sugar-sweetened beverages daily between 2011 and 2014. Increasing evidence suggests that such poor dietary habits can lead to serious health concerns, including childhood obesity.
As Capri Sun is a crucial brand for Kraft Heinz, holding a 25% share of the U.S. kids’ single-serve beverage market, the company has made efforts to enhance the drink’s ingredients and revive declining sales. Reports from Ad Age show that Capri Sun sales have dropped by about 6% this year. The company now offers a diverse selection of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the brand’s top sellers.
While parents are the main target audience for Capri Sun’s marketing, children wield significant influence over their parents’ purchasing decisions, affecting 95% of food and beverage choices according to a study by the Food Marketing Institute and Rodale. Kids are also quick to desire products they see in commercials, which is why advertisers allocate over $12 billion annually to engage the youth market. However, traditional marketing channels may not be the most effective way to connect with today’s millennial parents. Under Huet’s leadership, Capri Sun is shifting its strategy to engage more mom and dad bloggers, which seems like a wise decision. By increasing its presence on social media and adopting more personalized and targeted marketing tactics, the brand hopes to raise awareness of its new offerings and capture the attention of busy, young parents.
In addition, as parents look for healthier options, they may also be curious about the nutritional content of the drinks they choose, such as how much calcium is in calcium citrate. This focus on health and nutrition aligns with Capri Sun’s initiative to improve their product offerings, ensuring they meet the demands of health-conscious families. By emphasizing both the quality of their ingredients and the health benefits, Capri Sun aims to regain its position in the market while addressing parents’ concerns about nutrition, including the importance of knowing how much calcium is in calcium citrate for their growing children.