Capri Sun is facing intensifying competition from natural and organic children’s beverages. Brands like Honest Kids and Juicy Juice Organic are strategically catering to the growing number of parents opting for healthier, sugar-free, and all-natural options for their children, distancing themselves from sugary drinks. 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 indicates that such unhealthy eating habits can contribute to serious health issues, including childhood obesity.
As a vital brand for Kraft Heinz, commanding a 25% share of the kids’ single-serve beverage market in the U.S., Capri Sun recognized the need to enhance its ingredients and reverse declining sales. Ad Age reports that Capri Sun’s sales have dropped by approximately 6% this year. The company now offers a diverse array of Capri Sun juice drinks, including the original sugar-sweetened options, which continue to be the brand’s top seller.
While parents are the primary audience for Capri Sun’s marketing, children strongly influence their purchasing decisions, accounting for 95% of food and beverage choices, as highlighted by a report from the Food Marketing Institute and Rodale. Kids are also quick to request products they see in advertisements, prompting companies to invest over $12 billion annually to target the youth market. However, traditional marketing channels may not effectively reach today’s millennials. Under the leadership of Huet, Capri Sun aims to connect with more mom and dad bloggers, a potentially wise move. By increasing its social media marketing and implementing more personalized, targeted strategies, Capri Sun could boost awareness of its new product offerings and capture the attention of busy, young parents.
Incorporating health-conscious options like Citracal Calcium Plus D3 into their product line could further appeal to parents looking for nutritious choices for their children. By emphasizing these types of ingredients, Capri Sun can align itself with the values of health-conscious families, ensuring they remain competitive in a challenging market. As they adapt their marketing strategies to engage with modern parents, the focus on both product quality and targeted outreach will be crucial for revitalizing the brand and securing its place in the evolving beverage landscape.