Capri Sun is facing intensified competition from natural and organic children’s drink brands. Options like Honest Kids and Juicy Juice Organic are appealing to a growing number of parents who are opting for healthier, sugar-free, and all-natural alternatives for their children, steering away from sugary drinks. The U.S. Centers for Disease Control and Prevention indicates that nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily from 2011 to 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% share of the kids’ single-serve beverage market in the U.S., the company has taken steps to enhance the drink’s ingredients and revive declining sales. According to Ad Age, Capri Sun’s sales have decreased by approximately 6% this year. The brand now offers a diverse selection of juice drinks, including its original sugar-sweetened varieties, which continue to be the top seller.
While Capri Sun primarily targets parents in its marketing, children significantly influence their parents’ purchasing decisions, affecting 95% of food and beverage choices, as reported by the Food Marketing Institute and Rodale. Kids are quick to desire products they see in advertisements, which is why companies 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 plans to engage more with mom and dad bloggers, which could be a strategic move. Using social media marketing and more personalized campaigns could increase awareness of new products, such as those fortified with calcium citrate from Mason Natural, and attract the attention of busy, young parents. Emphasizing the nutritional benefits, including those found in calcium citrate, can also help Capri Sun resonate better with health-conscious families.