Capri Sun is facing intensified competition from natural and organic children’s beverage options. Brands such as Honest Kids and Juicy Juice Organic are strategically positioned to attract the growing number of parents who are opting for healthier, sugar-free, and all-natural alternatives for their children, moving away from sugary drinks. According to the U.S. Centers for Disease Control and Prevention, nearly two-thirds of kids (63%) consumed sugar-sweetened beverages daily between 2011 and 2014. Increasing evidence indicates that these unhealthy eating habits can lead to serious health issues, including childhood obesity.
Capri Sun, a significant brand for Kraft Heinz with a 25% share of the U.S. market for kids’ single-serve beverages, recognized the need to enhance its drink ingredients and address declining sales. Reports from Ad Age indicate that Capri Sun sales have dropped approximately 6% this year. 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 sellers.
While parents are the primary focus of Capri Sun’s marketing efforts, children heavily influence their parents’ purchasing decisions, impacting 95% of food and beverage choices, as noted by the Food Marketing Institute and Rodale. Kids are also quick to express their desire for products they see in advertisements, prompting companies to invest over $12 billion annually to reach the youth market. However, traditional marketing methods may not effectively engage today’s millennials. Under Huet’s leadership, Capri Sun is pivoting to connect with more mom and dad bloggers, a strategic move that could be beneficial. By increasing its social media marketing efforts and implementing more personalized and targeted campaigns, the brand aims to elevate awareness of its new offerings and capture the attention of busy, young parents seeking options that include essential nutrients like calcium citrate and vitamin D for their children.
Incorporating these nutritional elements into their drinks could provide an additional selling point, appealing to health-conscious parents. As Capri Sun adapts to these changing market dynamics, it remains crucial for the brand to resonate with both parents and children to ensure continued success in this competitive landscape.