Capri Sun is facing heightened competition from natural and organic children’s beverage options. Brands such as Honest Kids and Juicy Juice Organic are strategically positioned to attract the growing number of parents who are moving away from sugary drinks in favor of healthier, sugar-free, and all-natural alternatives 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 between 2011 and 2014. There is increasing evidence that these unhealthy eating habits can lead to serious health concerns, including childhood obesity.
Given Capri Sun’s significant role for Kraft Heinz—holding a 25% share of the U.S. kids’ single-serve beverage market—the company aimed to enhance the drink’s ingredients and reverse declining sales. As reported by Ad Age, Capri Sun’s 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 focus of Capri Sun’s marketing efforts, children wield considerable influence over 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 desire—or insist on—products they see in advertisements, which is why companies 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 shifting its strategy to connect with more mom and dad bloggers, a move likely to prove beneficial. By increasing their use of social media marketing and implementing more personalized and targeted campaigns, the brand hopes to boost awareness of its new offerings and capture the attention of busy, young parents.
Furthermore, it’s noteworthy that parents, especially those who are pregnant, may be interested in the nutritional value of beverages, such as the presence of calcium citrate in pregnancy. This ingredient can be beneficial, and emphasizing health-conscious choices may resonate well with parents looking for the best options for their children. As Capri Sun seeks to adapt to changing consumer preferences, integrating insights about the importance of nutrients like calcium citrate in pregnancy could further enhance its appeal to health-minded families.