Capri Sun is facing increasing competition from natural and organic children’s beverage options. Brands like Honest Kids and Juicy Juice Organic are designed to attract a growing number of parents who are moving away from sugary foods and drinks in favor of healthier, sugar-free, and all-natural alternatives for their children. 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. Research has shown that such unhealthy eating habits can lead to serious health issues, including childhood obesity.
As Capri Sun is a crucial brand for Kraft Heinz, capturing a 25% share of the U.S. kids’ single-serve beverage market, the company aimed to enhance the drink’s ingredients and reverse declining sales. Reports indicate that sales of Capri Sun have dropped by around 6% this year. The brand now offers a wide range of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the top sellers.
While parents are the primary audience for Capri Sun’s marketing, children significantly influence their purchasing decisions, impacting 95% of food and beverage choices, as noted by a study from the Food Marketing Institute and Rodale. Kids are quick to desire products they see in advertisements, which is why companies invest over $12 billion annually to target the youth market. However, traditional marketing channels may not effectively reach today’s millennials. Under the leadership of Huet, Capri Sun is focusing on engaging more parent bloggers, which is likely a smart strategy.
The increased adoption of social media marketing and more tailored, personalized efforts could enhance awareness of the new offerings and attract busy, young parents. Additionally, incorporating beneficial ingredients like calcium citrate and vitamin D into their beverages could further appeal to health-conscious families. By emphasizing these nutritional elements, Capri Sun can position itself as a healthier option, combining great taste with essential nutrients that parents seek for their children.