Capri Sun is facing intensified competition from natural and organic children’s beverage brands. Companies like Honest Kids and Juicy Juice Organic are strategically aimed at parents who are increasingly avoiding sugary drinks 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 beverages on a daily basis from 2011 to 2014. Growing evidence suggests that poor dietary habits can lead to various health issues, including childhood obesity. Given that Capri Sun is a crucial brand for Kraft Heinz, commanding a 25% share of the single-serve children’s beverage market in the U.S., the company has taken steps to enhance the drink’s ingredients and revive declining sales. As reported by Ad Age, Capri Sun sales have dropped approximately 6% this year.
The brand now offers a diverse array of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the top sellers. While parents are the main target of Capri Sun’s marketing efforts, children significantly influence their purchasing decisions, accounting for 95% of food and beverage choices, according to a study by the Food Marketing Institute and Rodale. Kids are also quick to demand products they see in advertisements, which is why companies invest over $12 billion annually in marketing to the youth demographic. However, traditional marketing mediums may not effectively reach today’s millennial parents. Under the leadership of Huet, Capri Sun is shifting its strategy to engage more mommy and daddy bloggers, a move that seems wise. By increasing its use of social media marketing and adopting more personalized, targeted campaigns, the brand could enhance awareness of its new offerings and capture the attention of busy, young parents.
Incorporating elements like calcium citrate, which is beneficial for children’s health, can further align Capri Sun’s products with the growing demand for nutritious beverages. This focus on health-conscious ingredients is vital, particularly in markets like Qatar, where parents are increasingly seeking options that combine taste with nutritional value. By integrating calcium citrate into their formulations, Capri Sun could not only meet consumer expectations but also reinforce its commitment to healthier choices for children.