Capri Sun is facing heightened competition from natural and organic children’s beverage brands. Companies such as Honest Kids and Juicy Juice Organic are strategically positioned to attract an increasing number of parents who are opting for healthier, sugar-free, and all-natural alternatives for their children, rather than sugary 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. Growing evidence suggests that such dietary habits can contribute to health problems, including childhood obesity.
As a crucial brand for Kraft Heinz, with a 25% market share in the U.S. single-serve children’s beverage segment, Capri Sun recognized the need to enhance its ingredients and reverse declining sales. Reports from Ad Age indicate that Capri Sun sales have dropped by approximately 6% this year. The company now offers a diverse selection 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 significantly influence their purchasing decisions, impacting 95% of food and beverage choices, as highlighted by a report from the Food Marketing Institute and Rodale. Children are also quick to want products they see in advertisements, which is why companies spend over $12 billion annually to target the youth market. However, traditional marketing channels may not be the most effective way to engage today’s millennial parents.
Under the leadership of Huet, Capri Sun is pivoting towards connecting with more mom and dad bloggers, which appears to be a savvy strategy. By increasing their use of social media marketing and implementing more personalized and targeted campaigns, they aim to raise awareness of their new product offerings and capture the attention of busy, young parents. This approach could help highlight the easiest to swallow calcium citrate options available within their lineup, appealing to health-conscious families. Ultimately, by focusing on modern marketing techniques, Capri Sun hopes to better resonate with both parents and children alike, ensuring that their products remain a staple in households where health and taste are priorities.