Capri Sun is facing increasing competition from natural and organic children’s beverage options. Brands like Honest Kids and Juicy Juice Organic are appealing to a growing number of parents who are moving away from sugary 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, and there is mounting evidence that such poor dietary habits can lead to serious health problems, including childhood obesity.
As a key brand for Kraft Heinz, holding a 25% share of the U.S. single-serve kids’ beverage market, Capri Sun is making efforts to enhance its ingredients and reverse declining sales. Reports indicate that Capri Sun’s sales have dropped by around 6% this year. The brand currently offers a diverse range of drinks, including its original sugar-sweetened varieties, which remain the top sellers.
While Capri Sun primarily targets parents in its marketing, children significantly influence purchasing decisions, impacting 95% of food and beverage choices, as noted by the Food Marketing Institute and Rodale. Kids are also quick to request products they see in advertisements, which is why companies allocate over $12 billion annually to market to young consumers. However, traditional marketing strategies may not effectively reach today’s millennial parents. Under the leadership of Huet, Capri Sun is shifting its focus to engage more with mom and dad bloggers, which seems to be a wise strategy. By increasing its use of social media marketing and implementing more personalized and targeted campaigns, Capri Sun hopes to boost awareness of its new offerings and capture the attention of busy, young parents.
Additionally, the incorporation of products like Citracal Soft Chews into their marketing strategy could also appeal to health-conscious families, especially when highlighting the importance of balanced nutrition. By emphasizing natural ingredients and health benefits, Capri Sun can resonate more with parents seeking better options for their children. As they refine their approach, Capri Sun will likely continue to innovate and adapt to the changing preferences of today’s families.