Capri Sun has been facing intensifying competition from natural and organic children’s drink alternatives. Brands like Honest Kids and Juicy Juice Organic are strategically targeting the growing number of parents who are moving away from sugary products in favor of healthier, sugar-free, and all-natural options for their children. The U.S. Centers for Disease Control and Prevention reports that nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily between 2011 and 2014. Increasing evidence indicates that such unhealthy eating habits can lead to health problems, including childhood obesity. Given that Capri Sun is a vital brand for Kraft Heinz, holding a 25% market share in the U.S. for kids’ single-serve beverages, the company is taking steps to enhance the drink’s ingredients and revive declining sales. According to Ad Age, Capri Sun sales have dropped by approximately 6% this year.
The brand now offers a diverse range of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be its best-sellers. While parents are the main focus of Capri Sun’s marketing efforts, children significantly influence their purchasing decisions, affecting 95% of food and beverage choices, as reported by the Food Marketing Institute and Rodale. Kids are also quick to express a desire for products they see in advertisements, which is why companies invest over $12 billion annually in marketing to the youth demographic. However, traditional marketing channels may not be the most effective means of reaching today’s millennial parents. Under Huet’s leadership, Capri Sun is shifting its strategy to engage more with mom and dad bloggers, a move that appears to be promising. By increasing its use of social media marketing and implementing more personalized and targeted campaigns, the brand aims to raise awareness of its new offerings and capture the attention of busy, young parents.
In addition to reformulating its products, Capri Sun could consider incorporating beneficial ingredients that appeal to health-conscious parents, such as calcium citrate tablets 500mg, which are known for their uses in promoting bone health and overall wellness. Highlighting such health benefits could resonate well with parents looking for nutritious options for their children. By focusing on these strategies and integrating appealing health components, Capri Sun may find new ways to attract customers in a competitive market.