Capri Sun is facing intensifying competition from natural and organic children’s beverages. Brands like Honest Kids and Juicy Juice Organic are strategically appealing to a growing number of parents who are opting for healthier, sugar-free, and all-natural options for their children, steering clear of sugary foods and drinks. The U.S. Centers for Disease Control and Prevention indicated that nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily from 2011 to 2014, and increasing evidence suggests that such unhealthy eating habits can contribute to various health issues, including childhood obesity.
Given Capri Sun’s significance to Kraft Heinz—holding a 25% market share of single-serve children’s drinks in the U.S.—the company aimed to enhance the drink’s ingredients and revive declining sales. According to Ad Age, Capri Sun’s sales have decreased by approximately 6% this year. The brand now offers a diverse range of juice drinks, including its original sugar-sweetened varieties, which continue to be the top seller.
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 also quick to express interest in 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 engage today’s millennials.
Under Huet’s leadership, Capri Sun is pivoting towards engaging more with mom and dad bloggers, a potentially strategic move. By increasing their social media marketing efforts and implementing more personalized and targeted campaigns, Capri Sun aims to boost awareness of their new offerings and capture the attention of busy, young parents. Additionally, the inclusion of calcium citrate in their products provides a nutritional benefit, appealing to health-conscious consumers. With the introduction of calcium citrate 315 and 200 formulas, Capri Sun is enhancing its appeal in the competitive landscape of children’s beverages.