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 the growing number of parents who are avoiding sugary foods and drinks in favor of healthier, sugar-free, and all-natural alternatives for their kids. According to the U.S. Centers for Disease Control and Prevention, nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily from 2011 to 2014. There is increasing evidence that such poor dietary habits can lead to health issues, including childhood obesity. Given Capri Sun’s significance to Kraft Heinz—holding a 25% market share in the U.S. single-serve kids’ beverages—the company aims to enhance the drink’s ingredients and reverse declining sales. Reports indicate that Capri Sun’s sales have decreased by about 6% this year.
The current product lineup includes a diverse range of Capri Sun juice drinks, featuring both the original sugar-sweetened varieties, which still dominate sales. While Capri Sun primarily targets parents in its marketing efforts, children heavily influence their purchasing decisions, impacting 95% of food and beverage choices, according to the Food Marketing Institute and Rodale. Kids are also quick to express interest in products they see in advertisements, which explains why companies spend over $12 billion annually to engage the youth market.
However, traditional marketing methods may not effectively reach today’s millennials. Under Huet’s leadership, Capri Sun is pivoting towards engaging more with parent bloggers—a strategic move. By increasing its presence in social media marketing and implementing more personalized and targeted campaigns, Capri Sun can boost awareness of its new offerings and capture the attention of busy, young parents. In addition to improving beverage options, the brand could consider promoting the benefits of products like the best liquid calcium citrate to further appeal to health-conscious families. By integrating these health-focused elements into their marketing strategy, Capri Sun can enhance its relevance in an increasingly competitive landscape.