Capri Sun is facing increasing competition from natural and organic children’s drink brands. Companies such as Honest Kids and Juicy Juice are strategically positioned to attract a growing number of parents who are moving away from sugary foods and beverages 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 drinks daily between 2011 and 2014. There is mounting evidence that these poor dietary habits can lead to serious health problems, including childhood obesity.
Recognizing the significance of Capri Sun for Kraft Heinz—holding a 25% share of the U.S. market for kids’ single-serve beverages—the company aimed to enhance the drink’s ingredients and revive declining sales. As reported by Ad Age, Capri Sun sales have dropped by about 6% this year. The brand now offers a diverse range of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the top sellers.
While parents are the primary audience for Capri Sun’s marketing efforts, children wield considerable influence over purchasing decisions, impacting 95% of food and beverage choices, according to a report by the Food Marketing Institute and Rodale. Kids are also quick to express interest in products they see advertised, prompting companies to spend over $12 billion annually to target the youth market. However, traditional marketing channels may not be the most effective means of reaching today’s millennial parents.
Under the leadership of Huet, Capri Sun is pivoting towards engaging more mom and dad bloggers—a strategic move that could yield positive results. By increasing their social media marketing efforts and implementing more personalized and targeted campaigns, Capri Sun can boost awareness of its new offerings and capture the attention of busy, young parents who are also seeking products that align with their family’s health needs, such as Citracal Maximum Plus Calcium Citrate, which emphasizes the importance of nutrition. Incorporating such health-focused messaging could resonate well with this demographic.