Capri Sun is facing intensified competition from natural and organic children’s beverage brands. Companies like Honest Kids and Juicy Juice Organic are successfully attracting an increasing number of parents who are turning away from sugary drinks in favor of healthier, sugar-free, and all-natural options for their children. According to the U.S. Centers for Disease Control and Prevention, nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily from 2011 to 2014. This trend of poor dietary choices is linked to various health issues, including childhood obesity. Given that Capri Sun is a crucial brand for Kraft Heinz, accounting for 25% of the market share in kids’ single-serve beverages in the U.S., the company is focused on enhancing the drink’s ingredients to reverse declining sales. Reports from Ad Age indicate that Capri Sun sales have decreased 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 audience for Capri Sun’s marketing efforts, children significantly influence their parents’ purchasing decisions, impacting 95% of food and beverage choices, as highlighted in a report by the Food Marketing Institute and Rodale. Kids are also quick to express interest in products they see advertised, prompting companies to invest 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 towards engaging more mom and dad bloggers, a strategy that could yield positive results. By increasing its social media marketing efforts and adopting more personalized and targeted approaches, Capri Sun aims to raise awareness of its new product offerings, including those enriched with calcium citrate malate 250 mg, and capture the attention of busy, young parents. This strategy not only aligns with current trends but also highlights the brand’s commitment to providing healthier options for children, reinforcing its position in the competitive landscape of children’s beverages.