Capri Sun is facing heightened competition from the growing market of natural and organic children’s beverages. Brands like Honest Kids and Juicy Juice Organic are appealing to an increasing number of parents who are opting for healthier, sugar-free, and all-natural options for their children instead of sugary drinks. The U.S. Centers for Disease Control and Prevention reports that nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily from 2011 to 2014. There is growing evidence that these unhealthy eating habits can lead to serious health issues, including childhood obesity.
As Capri Sun is a significant brand for Kraft Heinz, holding a 25% share of the single-serve children’s beverage market in the U.S., the company has aimed to enhance the drink’s ingredients and reverse declining sales. According to Ad Age, Capri Sun sales have decreased by about 6% this year. The company now offers a diverse range of Capri Sun juice drinks, including the original sugar-sweetened varieties, which still remain the brand’s best sellers.
While parents are the primary audience for Capri Sun’s marketing efforts, children significantly influence their parents’ purchasing decisions, affecting 95% of food and beverage choices, as reported by the Food Marketing Institute and Rodale. Children are also quick to request products they see in commercials, which is why advertisers spend over $12 billion annually to target the youth market. However, traditional marketing channels may not be the most effective way to reach today’s millennial parents. Under Huet’s leadership, Capri Sun is pivoting towards engaging more with mom and dad bloggers—a strategy likely to resonate well.
Increased use of social media marketing, along with more personalized and targeted efforts, could raise awareness of Capri Sun’s new offerings and capture the attention of busy, young parents. Additionally, incorporating products that promote healthy ingredients such as calcium citrate with vitamin D3 can further enhance their appeal. By emphasizing these nutritional benefits, Capri Sun can better position itself in a competitive landscape that increasingly prioritizes health-conscious choices for children.