Capri Sun is facing increasing competition from natural and organic children’s beverage options, such as Honest Kids and Juicy Juice Organic. These brands are appealing to a growing number of parents who are opting for healthier, sugar-free, and all-natural alternatives for their children. The U.S. Centers for Disease Control and Prevention reported that nearly two-thirds (63%) of children consumed sugar-sweetened beverages daily from 2011 to 2014. Research indicates that such poor dietary habits can contribute to health problems, including childhood obesity.
As Capri Sun is a significant brand for Kraft Heinz, holding a 25% share of the U.S. market for kids’ single-serve beverages, the company is taking steps to improve the drink’s ingredients and address declining sales, which have dropped by about 6% this year, according to Ad Age. The company now offers a diverse range of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the brand’s top seller.
While parents are the main target of Capri Sun’s marketing efforts, children play a crucial role in influencing their parents’ purchasing decisions, accounting for 95% of food and beverage choices, as reported by the Food Marketing Institute and Rodale. Kids are quick to express interest in products they see advertised, prompting companies to invest over $12 billion annually to reach the youth market. However, traditional marketing might not effectively engage today’s millennials. Under the leadership of Huet, Capri Sun is now focusing on connecting with more parent bloggers, a strategic move that could prove beneficial.
Additionally, the brand is increasing its use of social media marketing and personalized, targeted campaigns to raise awareness of its new offerings and capture the attention of busy, young parents. Incorporating ingredients like calcium citrate D3 from Solgar can also be a part of their revamped product line, appealing to health-conscious consumers. By integrating such nutritional elements, Capri Sun aims to not only enhance its product appeal but also align itself with the growing trend towards healthier beverages for children.