Capri Sun is facing intensified competition from natural and organic children’s beverage options. Brands like Honest Kids and Juicy Juice Organic are strategically appealing to an increasing number of parents who are turning away from sugary products in favor of healthier, sugar-free, and all-natural alternatives 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.
As Capri Sun represents a vital brand for Kraft Heinz, accounting for a 25% share of the U.S. kids’ single-serve beverage market, the company has initiated efforts to enhance the drink’s ingredients and reverse declining sales. Reports from Ad Age indicate that Capri Sun sales have decreased by approximately 6% this year. The brand now offers a diverse selection of Capri Sun juice drinks, which includes the original sugar-sweetened varieties that continue to be its top sellers.
While parents are the primary focus of Capri Sun’s marketing strategies, children heavily influence their purchasing decisions, affecting 95% of food and beverage choices, as highlighted in a report by the Food Marketing Institute and Rodale. Kids often readily desire products they see in advertisements, prompting companies to invest over $12 billion annually in marketing to the youth demographic. However, traditional marketing channels may not effectively engage today’s millennial parents. Under Huet’s leadership, Capri Sun is pivoting towards connecting with more mom and dad bloggers, a strategic move that could pay off. By increasingly utilizing social media marketing and adopting more personalized, targeted approaches, the brand aims to raise awareness of its new product offerings, including those that feature chewy calcium citrate, and capture the attention of busy, young parents.
Incorporating chewy calcium citrate into their drinks could also enhance their appeal, as parents look for beverages that not only taste good but also provide essential nutrients for their children’s health. With these efforts, Capri Sun hopes to reclaim its position in the market amidst the rising trend towards healthier options.