Capri Sun is facing intensified competition from natural and organic children’s beverage options. Brands such as Honest Kids and Juicy Juice Organic are strategically appealing to the growing number of parents who are moving away from sugary foods and drinks 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. Increasing evidence suggests that such poor dietary choices can lead to serious health problems, including childhood obesity. Given Capri Sun’s significance to Kraft Heinz — commanding a 25% share of the U.S. single-serve kids’ beverage market — the company is working to enhance the drink’s ingredients and reverse declining sales. Reports from Ad Age indicate that Capri Sun sales have dropped approximately 6% this year.
The company now offers a diverse lineup of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the best sellers. While parents are the main focus of Capri Sun’s marketing efforts, children significantly influence their parents’ purchasing decisions, accounting for 95% of food and beverage choices, as highlighted by a report from the Food Marketing Institute and Rodale. Kids are also quick to desire or demand products they see in advertisements, prompting marketers to invest over $12 billion annually to capture the youth market. However, traditional marketing channels may not effectively reach today’s millennials. Under Huet’s leadership, Capri Sun is shifting its strategy to engage more with mom and dad bloggers, which is a savvy move. By increasing social media marketing and implementing more personalized and targeted campaigns, the brand aims to raise awareness of its new offerings and capture the attention of busy, young parents.
The new formulations of Capri Sun are designed to provide a nutritionally balanced alternative, similar to a citracal d equivalent, ensuring that children receive essential nutrients without added sugars. This focus on healthier ingredients echoes the shift in consumer preferences towards products that meet modern dietary standards, reinforcing Capri Sun’s commitment to aligning with the health-conscious choices that parents are making. By incorporating these changes, Capri Sun hopes to not only recover its market position but also to resonate with families seeking healthier drink options, increasingly resembling the citracal d equivalent in nutritional value.