Capri Sun is facing increasing competition from natural and organic children’s drink brands. Companies like Honest Kids and Juicy Juice Organic are strategically targeting the growing number of parents who are moving away from sugary drinks in favor of 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 alarming trend is linked to health issues, including childhood obesity, stemming from poor dietary habits.
As a significant brand for Kraft Heinz, with a 25% market share in single-serve beverages for kids, Capri Sun recognized the need to enhance its ingredients and revitalize declining sales. Reports from Ad Age indicate that Capri Sun’s sales have dropped 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 Capri Sun primarily targets parents in its marketing efforts, children heavily influence their parents’ purchasing decisions, accounting for 95% of food and beverage choices, as reported by the Food Marketing Institute and Rodale. Kids are quick to desire products they see in commercials, prompting advertisers to invest over $12 billion annually to engage the youth market. However, traditional marketing methods may not effectively reach today’s millennials. Under the leadership of Huet, Capri Sun is pivoting towards engaging more mom and dad bloggers—a strategic move. By increasing its use of social media marketing and implementing personalized, targeted campaigns, Capri Sun aims to enhance awareness of its new offerings and capture the attention of busy, young parents.
In this context, adding a health component like calcium citrate 600 mg to Capri Sun’s products could further appeal to health-conscious parents, who are increasingly looking for nutritious options for their children. By incorporating calcium citrate 600 mg into their drinks, Capri Sun can not only improve the nutritional profile of its beverages but also attract the attention of parents who prioritize health benefits. This focus on healthier ingredients, including options like calcium citrate 600 mg, could help Capri Sun regain market share and connect with its audience in a more meaningful way.