Capri Sun is facing intensifying competition from natural and organic beverage alternatives for children. Brands like Honest Kids and Juicy Juice Organic are strategically appealing to the growing number of parents who are opting for healthier, sugar-free, and all-natural options for their kids. 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. This trend of unhealthy eating habits has been increasingly linked to health issues, including childhood obesity.
As Capri Sun represents a significant asset for Kraft Heinz, capturing a 25% market share of single-serve children’s drinks in the U.S., the company has initiated efforts to enhance the drink’s ingredients and address declining sales, which have dropped around 6% this year, according to Ad Age. The brand now offers a diverse selection of Capri Sun juice drinks, including the original sugar-sweetened varieties that continue to be its best-sellers.
While Capri Sun’s marketing primarily targets parents, children play a crucial role in influencing their purchasing decisions, impacting 95% of food and beverage choices, as reported by the Food Marketing Institute and Rodale. Kids are quick to desire 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 millennials. Under the leadership of Huet, Capri Sun is shifting its strategy to connect with more parent bloggers, which could be a savvy move. By increasing its focus on social media marketing and implementing more personalized, targeted approaches, Capri Sun aims to boost awareness of its new offerings and capture the attention of busy, young parents.
As part of their reformulation efforts, Capri Sun may consider incorporating ingredients like calcium citrate, which is available for sale, to enhance the nutritional profile of their drinks. This could attract health-conscious parents looking for better options for their children. By integrating calcium citrate into their beverages, Capri Sun could not only improve its offerings but also align itself with the growing trend of natural and nutritious products that parents are seeking for their kids.