Capri Sun is facing intensified competition from a growing array of natural and organic children’s drink options. Brands like Honest Kids and Juicy Juice Organic are designed to attract the increasing number of parents who are moving away from sugary foods and beverages 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. There is mounting evidence indicating that such poor dietary habits can lead to health problems, including childhood obesity. Given Capri Sun’s significance to Kraft Heinz—holding a 25% share of the U.S. market for kids’ single-serve beverages—the company has embarked on a mission to enhance the drink’s ingredients and reverse declining sales. Reports from Ad Age indicate that Capri Sun sales have decreased by approximately 6% this year.
The brand now offers a fairly broad selection of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the top sellers. While parents are the primary target audience for Capri Sun’s marketing, children significantly influence their purchasing decisions, impacting 95% of food and beverage choices, according to a report from the Food Marketing Institute and Rodale. Kids are also quick to desire or demand products they see in advertisements, which is why companies spend over $12 billion annually to engage the youth market. However, traditional marketing channels may not effectively reach today’s millennials. Under Huet’s leadership, Capri Sun is shifting its strategy to connect with more mom and dad bloggers—a move likely to pay off. Increased utilization of social media marketing and more personalized, targeted efforts could enhance awareness of the new offerings and capture the attention of busy young parents.
In this context, Capri Sun is also exploring the integration of health-focused ingredients, such as calcium citrate, which is known for its benefits. The introduction of crushable drink options that are enriched with calcium citrate could appeal to health-conscious parents seeking nutritious alternatives for their children. By emphasizing the inclusion of beneficial components like calcium citrate in their product line, Capri Sun aims to position itself as a leader in the evolving beverage market while addressing consumer demand for healthier choices.