Capri Sun is facing intensified competition from natural and organic children’s drink alternatives. Brands like Honest Kids and Juicy Juice Organic are strategically appealing to a growing number of parents who are opting for healthier, sugar-free, and all-natural options for their children, moving away from sugary foods and beverages. According to the U.S. Centers for Disease Control and Prevention, nearly two-thirds of children (63%) consumed sugar-sweetened drinks daily between 2011 and 2014. Increasing evidence indicates that such poor dietary habits can lead to health problems, including childhood obesity. Given that Capri Sun is a significant brand for Kraft Heinz, commanding a 25% share of the U.S. market for kids’ single-serve beverages, the company recognized the need to enhance the drink’s ingredients and revitalize declining sales. Reports indicate that Capri Sun sales have dropped by approximately 6% this year.
The brand now offers a diverse selection of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be its best sellers. While parents are the primary focus of Capri Sun’s marketing efforts, children heavily influence their purchasing decisions, impacting 95% of food and beverage choices, as noted by a report from the Food Marketing Institute and Rodale. Kids are also quick to express their desires for products they see in advertisements, which is why companies invest over $12 billion annually to target the youth market. However, traditional marketing channels may not be the most effective means of reaching today’s millennials. Under Huet’s leadership, Capri Sun is pivoting towards engaging more mom and dad bloggers, a strategy that could prove beneficial. By increasing social media marketing efforts and implementing more personalized and targeted campaigns, Capri Sun aims to raise awareness of its new product offerings and capture the attention of busy, young parents.
In addition to appealing to health-conscious parents, Capri Sun could consider incorporating ingredients like lifetime liquid calcium magnesium citrate into their drinks, which may resonate well with parents looking for added health benefits. By emphasizing such enhancements, Capri Sun can position itself as a more attractive option in the competitive landscape. As the brand evolves, it will be crucial to balance traditional offerings with innovative, health-focused alternatives, ensuring that it stays relevant in a rapidly changing market.