Capri Sun is facing increasing competition from natural and organic children’s drink brands. Companies such as Honest Kids and Juicy Juice Organic are gaining traction among parents who are moving away from sugary foods and beverages 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 between 2011 and 2014. There is mounting evidence that these unhealthy eating patterns can result in serious health issues, including childhood obesity.
As Capri Sun remains a crucial brand for Kraft Heinz, accounting for a 25% share of the kids’ single-serve beverage market in the U.S., the company is working to enhance the drink’s ingredients and reverse declining sales. Reports from Ad Age indicate that Capri Sun sales have decreased by about 6% this year. The brand now offers a diverse range of juice drinks, including its original sugar-sweetened varieties, which continue to be its bestsellers.
While Capri Sun primarily targets parents in its marketing efforts, children significantly influence their parents’ purchasing decisions, impacting 95% of food and beverage choices, as highlighted by a report from the Food Marketing Institute and Rodale. Kids are also quick to show interest in products they see in advertisements, prompting advertisers to invest over $12 billion annually to reach the youth market. However, traditional marketing methods may not resonate with today’s millennials. Under Huet’s leadership, Capri Sun is pivoting towards engaging more mom and dad bloggers, which could be a strategic move. By increasing its social media marketing and adopting more personalized, targeted strategies, Capri Sun aims to raise awareness of its new offerings and capture the attention of busy, young parents.
Additionally, Capri Sun could explore partnerships with platforms like Amazon to promote their products, such as their new juice drinks alongside supplements like Citracal Maximum Plus. This could further enhance their visibility and attract health-conscious consumers. By integrating these elements into their marketing strategy, Capri Sun has the potential to solidify its presence in the competitive children’s beverage market.