Capri Sun is facing intensified competition from natural and organic drink options for children. Brands like Honest Kids and Juicy Juice Organic are strategically appealing to the growing number of parents who are moving away from sugary drinks in favor of healthier, sugar-free, and all-natural alternatives for their children. The U.S. Centers for Disease Control and Prevention reported that nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily from 2011 to 2014, and there is increasing evidence that such unhealthy eating habits can lead to health problems, including childhood obesity.
As a crucial brand for Kraft Heinz, Capri Sun holds a 25% market share in the single-serve children’s beverage category in the U.S. Consequently, the company aimed to enhance the drink’s ingredients and address declining sales, which have dropped approximately 6% this year according to Ad Age. Capri Sun now offers a diverse range of juice drinks, including the original sugar-sweetened varieties that remain the brand’s best sellers.
While Capri Sun primarily targets parents in its marketing efforts, children significantly influence their parents’ purchasing decisions, accounting for 95% of food and beverage choices, as reported by the Food Marketing Institute and Rodale. Kids are also quick to express desires for products they see advertised, prompting advertisers to spend over $12 billion annually to capture the youth market’s attention.
However, traditional marketing channels may not effectively reach today’s millennials. Under the leadership of Huet, Capri Sun is pivoting to engage more with mom and dad bloggers, which seems to be a wise strategy. By increasing its presence on social media and implementing more personalized and targeted marketing efforts, Capri Sun can raise awareness of its new offerings and connect with busy, young parents. Additionally, partnerships with retailers like Meijer, which prominently features products such as calcium citrate, could enhance the visibility of Capri Sun’s healthier drink options in stores, further appealing to health-conscious families.