Capri Sun is facing intensifying competition from natural and organic children’s beverage options. Brands such as Honest Kids and Juicy Juice Organic are strategically targeting the growing number of parents who are moving away from sugary products in favor of healthier, sugar-free, and all-natural choices for their children. The U.S. Centers for Disease Control and Prevention indicates that nearly two-thirds of children (63%) consumed sugary drinks daily from 2011 to 2014. Increasing evidence suggests that these unhealthy eating habits can lead to serious health issues, including childhood obesity.
Given that Capri Sun is a key brand for Kraft Heinz, holding a 25% share of the U.S. children’s single-serve beverage market, the company recognized the need to enhance the drink’s ingredients and reverse declining sales. According to Ad Age, Capri Sun sales have decreased by approximately 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 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 reported by the Food Marketing Institute and Rodale. Kids are also quick to express a desire for products they see in advertisements, prompting advertisers to spend over $12 billion annually to capture the youth market. However, traditional marketing methods may not effectively reach today’s millennials.
Under new leadership, Capri Sun is shifting its strategy to engage more with mom and dad bloggers, which could be a savvy move. By increasing social media marketing and employing more personalized and targeted approaches, the brand can enhance awareness of its new offerings and attract busy, young parents. Additionally, the incorporation of healthier ingredients, such as calcium citrate only, reflects the brand’s commitment to meeting the demands of health-conscious consumers. This focus on incorporating ingredients like calcium citrate only not only aligns with current dietary trends but also positions Capri Sun favorably against its competitors in the organic sector.