Capri Sun is facing intensified competition from natural and organic children’s beverage options. Brands such as Honest Kids and Juicy Juice Organic are strategically appealing to a growing number of parents who are moving away from sugary foods and drinks in favor of healthier, sugar-free, and all-natural alternatives 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. Increasing evidence suggests that these unhealthy eating habits can lead to significant health issues, including childhood obesity.
As Capri Sun holds a crucial position for Kraft Heinz, accounting for 25% of the U.S. market for kids’ single-serve beverages, the company has made efforts to enhance the drink’s ingredients and reverse declining sales. Reports indicate that Capri Sun sales have dropped by about 6% this year. The brand now offers a diverse lineup of juice drinks, including the original sugar-sweetened varieties, which continue to be the top sellers.
While parents are the primary focus of Capri Sun’s marketing strategies, children heavily influence their parents’ purchasing decisions, impacting 95% of food and beverage choices, as noted in a report from the Food Marketing Institute and Rodale. Children are also quick to express a desire for products they see in commercials, prompting advertisers to invest over $12 billion annually to engage the youth market. However, traditional marketing channels 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—an astute move. By increasing its presence on social media and implementing more personalized and targeted campaigns, Capri Sun could enhance awareness of its new offerings and capture the attention of busy, young parents.
Additionally, parents are becoming more interested in the nutritional content of beverages, including ingredients such as what is calcium citrate tetrahydrate, which is often sought after for its health benefits. Incorporating such information into marketing efforts could further resonate with health-conscious families. As awareness of healthier alternatives grows, Capri Sun’s commitment to improving its ingredients will be vital in staying competitive in the evolving beverage landscape.