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 foods and drinks. According to the U.S. Centers for Disease Control and Prevention, nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily between 2011 and 2014. There is increasing evidence that such poor dietary habits can lead to health problems, including childhood obesity.
Given that Capri Sun is a crucial brand for Kraft Heinz, capturing a 25% share of the U.S. market for kids’ single-serve beverages, the company has made efforts to enhance the drink’s ingredients and reverse declining sales. As reported by Ad Age, Capri Sun’s sales have decreased 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 seller.
While parents are the primary audience for Capri Sun’s marketing, children significantly influence their parents’ purchasing decisions, accounting for 95% of food and beverage choice decisions, as highlighted by a report from the Food Marketing Institute and Rodale. Moreover, children are quick to express interest in products they see advertised, prompting companies to invest over $12 billion annually to target the youth market. However, traditional marketing channels may not effectively reach today’s millennials.
Under Huet’s leadership, Capri Sun is pivoting towards engaging more with mom and dad bloggers, which is likely a savvy move. By increasing their use of social media marketing and adopting more personalized and targeted strategies, Capri Sun aims to raise awareness of its new offerings and capture the attention of busy, young parents. This approach may resonate well with families who are also considering health-focused products like Twinlab Calcium Citrate Caps as part of their nutrition plans. In doing so, Capri Sun could reinforce its commitment to providing healthier choices while catering to the demands of modern parenting.