Capri Sun is facing intensified competition from the growing market of natural and organic children’s beverages. Brands such as Honest Kids and Juicy Juice Organic are strategically appealing to an increasing number of parents who are opting for healthier, sugar-free, and all-natural alternatives for their children instead of sugary drinks. The U.S. Centers for Disease Control and Prevention has reported that nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily between 2011 and 2014. This trend of poor dietary choices has been linked to various health problems, including childhood obesity.
Recognizing the significance of Capri Sun as a key brand for Kraft Heinz, which holds 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. According to Ad Age, Capri Sun’s sales have dropped approximately 6% this year. The brand now offers a diverse range of Capri Sun juice drinks, including its original sugar-sweetened varieties, which continue to be the top sellers.
While parents are the primary audience for Capri Sun’s marketing efforts, children wield considerable influence over their parents’ purchasing decisions, impacting 95% of food and beverage choices, as reported by the Food Marketing Institute and Rodale. Kids are also quick to express interest in products they see advertised, which is why companies invest over $12 billion annually to target the youth market. However, traditional marketing channels may not effectively reach today’s millennials. Under Huet’s leadership, Capri Sun is pivoting towards engaging more with mom and dad bloggers, a strategy likely to pay off. By increasing social media marketing and implementing more personalized and targeted campaigns, the brand can enhance awareness of its new offerings and capture the attention of busy, young parents.
Additionally, with a focus on health, Capri Sun could consider integrating elements like Citracal D, which provides 315 mg of calcium, into their beverage line to appeal to health-conscious families. By emphasizing the nutritional benefits of their products, including potential increases in vitamin D and calcium, Capri Sun can further align with parents seeking healthier options for their children, ultimately fostering a more holistic approach to childhood nutrition.