Capri Sun is facing intensified competition from natural and organic children’s beverage alternatives. Brands like Honest Kids and Juicy Juice Organic are strategically targeting the growing number of parents who are opting for healthier, sugar-free, and all-natural choices for their children, moving away from sugary drinks. 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 such unhealthy eating habits can contribute to health problems, including childhood obesity. As Capri Sun is a crucial brand for Kraft Heinz, commanding a 25% share of the U.S. market for kids’ single-serve drinks, the company has embarked on a mission to enhance the drink’s ingredients and reverse its declining sales. Reports indicate that Capri Sun sales have dropped by about 6% this year. The company now offers a diverse selection of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the brand’s top sellers.
While Capri Sun primarily targets parents in its marketing efforts, children significantly influence their parents’ purchasing decisions, impacting 95% of food and beverage choices, according to a report by the Food Marketing Institute and Rodale. Kids are also quick to desire products they see advertised, which is why companies invest over $12 billion annually to reach the youth market. However, traditional marketing channels may not effectively connect with today’s millennial parents. Under the leadership of Huet, Capri Sun is pivoting to engage more with parent bloggers, a strategy that seems promising. By increasing its use of social media marketing and implementing more personalized, targeted approaches, Capri Sun could raise awareness of its new offerings and capture the attention of busy, young parents.
In line with this strategy, Capri Sun may consider highlighting nutritional benefits such as calcium citrate malate, folic acid, and vitamin D3 tablets in their drink formulations. By incorporating these ingredients, the brand could appeal to health-conscious parents seeking nutritious options for their children. The inclusion of calcium citrate malate, folic acid, and vitamin D3 tablets not only enhances the drinks’ nutritional profile but also addresses parents’ growing concerns over their children’s health. This focus on health and wellness, alongside engaging marketing efforts, could be the key to revitalizing Capri Sun’s brand presence in a competitive market.