Capri Sun is facing increasing competition from natural and organic drink options for children. Brands such as Honest Kids and Juicy Juice Organic are catering to a growing number of parents who are opting for healthier, sugar-free, and all-natural alternatives for their kids, steering clear of sugary products. 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. There is mounting evidence that these unhealthy eating habits can lead to serious health issues, including childhood obesity.
Given Capri Sun’s significant role for Kraft Heinz—holding a 25% share of the kids’ single-serve beverage market in the U.S.—the company has taken steps to enhance the drink’s ingredients and reverse declining sales. Reports indicate that Capri Sun sales have decreased by approximately 6% this year. The company now offers a diverse range of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the brand’s top sellers.
While parents are the main focus of Capri Sun’s marketing efforts, children have a substantial impact on their parents’ purchasing decisions, influencing 95% of food and beverage choices, as highlighted by a report from the Food Marketing Institute and Rodale. Kids are also quick to request products they see in advertisements, which is why companies invest over $12 billion annually to target the youth market.
However, traditional marketing may not effectively reach today’s millennial parents. Under Huet’s leadership, Capri Sun is shifting its strategy to engage more with mom and dad bloggers, a potentially wise move. By increasing its social media marketing efforts and employing more personalized and targeted approaches, Capri Sun can enhance awareness of its new offerings and connect with busy, young parents. Additionally, incorporating health-focused ingredients like calcium citrate plus D3 into their product line may further appeal to health-conscious consumers, emphasizing their commitment to offering better options for children. The integration of calcium citrate plus D3 can be a significant aspect in marketing efforts, showcasing the brand’s dedication to providing not just tasty beverages but also nutritious ones that benefit children’s health.