Capri Sun is facing intensified competition from natural and organic children’s drink alternatives. Brands like Honest Kids and Juicy Juice Organic are strategically targeting the growing number of parents who are opting for healthier, sugar-free, and all-natural options 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. This increasing evidence suggests that such unhealthy eating habits can lead to significant health issues, including childhood obesity.
As Capri Sun represents a vital brand for Kraft Heinz, holding a 25% share of the U.S. market for single-serve kids’ beverages, the company aimed to enhance the drink’s ingredients to reverse declining sales. Reports indicate that Capri Sun sales have dropped approximately 6% this year. The company now offers a diverse selection of Capri Sun juice drinks, which includes both the original sugar-sweetened varieties—still the brand’s top sellers—and newer options that may feature elements like calcium citrate 500mg tablets for added nutritional value.
While parents are the primary audience for Capri Sun’s marketing efforts, children significantly influence their purchasing decisions, affecting 95% of food and beverage choices, as noted by the Food Marketing Institute and Rodale. Kids are also quick to desire products they see in commercials, which is why advertisers invest over $12 billion annually to engage the youth market. However, traditional marketing methods may not resonate with today’s millennials. Under Huet’s leadership, Capri Sun is adapting its strategy to connect with more parent bloggers—an approach likely to yield positive results. By leveraging social media marketing and increasing personalized outreach, the brand aims to elevate awareness of its new offerings and capture the attention of busy, young parents, possibly incorporating health-focused ingredients like calcium citrate 500mg tablets into their messaging.