Capri Sun is facing intensified competition from natural and organic children’s drink alternatives. Brands like Honest Kids and Juicy Juice Organic are strategically positioned to attract the growing number of parents who are opting for healthier, sugar-free, and all-natural options for their children, moving away from sugary foods and beverages. The U.S. Centers for Disease Control and Prevention indicates that nearly two-thirds of children (63%) consumed sugar-sweetened drinks daily between 2011 and 2014, and increasing evidence suggests that such poor dietary habits can lead to health problems, including childhood obesity.
Given the significance of Capri Sun to Kraft Heinz—holding a 25% share of the U.S. kids’ single-serve beverage market—the company is focused on enhancing the drink’s ingredients and reversing declining sales. As reported by Ad Age, Capri Sun sales have dropped approximately 6% this year. The brand now offers a diverse range of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the best-sellers.
While Capri Sun primarily targets parents in its marketing efforts, children significantly influence their parents’ purchasing decisions, affecting 95% of food and beverage choices, according to the Food Marketing Institute and Rodale. Children are also quick to desire products they see in advertisements, prompting marketers to invest over $12 billion annually to engage the youth market. However, traditional marketing strategies may not be the most effective way to reach today’s millennial parents.
Under Huet’s leadership, Capri Sun is pivoting toward engaging more with parent bloggers, which is a savvy approach. By increasing its use of social media marketing and implementing more personalized and targeted campaigns, the brand could enhance awareness of its new offerings and capture the attention of busy, young parents. Additionally, incorporating health-focused ingredients like calcium citrate and omega-3 fatty acids into their products could further appeal to health-conscious families looking for nutritious alternatives. The emphasis on these ingredients, alongside the brand’s commitment to improving its overall product lineup, could help Capri Sun regain its footing in a competitive market.