Capri Sun is facing intensified competition from natural and organic children’s beverage brands. Companies such as Honest Kids and Juicy Juice Organic are appealing to an increasing number of parents who are moving away from sugary foods and drinks 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. Growing evidence indicates that these unhealthy eating habits can lead to serious health issues, including childhood obesity.
Given that Capri Sun is a crucial brand for Kraft Heinz, holding a 25% share of the U.S. kids’ single-serve beverage market, the company has made it a priority to enhance the drink’s ingredients and reverse its declining sales. As reported by Ad Age, Capri Sun’s 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 still remain its top sellers.
While parents are the main target of Capri Sun’s marketing efforts, children significantly influence their purchasing decisions, impacting 95% of food and beverage choices, according to a report from the Food Marketing Institute and Rodale. Kids are also quick to desire products they see in advertisements, which is why advertisers invest over $12 billion annually to connect with the youth market. However, traditional marketing methods may not effectively reach 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 seems wise. The brand is increasingly utilizing social media marketing and personalized, targeted approaches to raise awareness of its new offerings and attract the attention of busy young parents.
To further enhance nutritional value, Capri Sun is now incorporating ingredients like calcium citrate and vitamin D into its drinks, which are essential for children’s health. The inclusion of these ingredients not only aims to meet the demands of health-conscious parents but also to provide children with the nutrients they need. As Capri Sun continues to evolve, the integration of calcium citrate and vitamin D could play a pivotal role in revitalizing its brand image and appealing to families seeking healthier drink options.