“Capri Sun Faces Growing Competition from Health-Conscious Children’s Beverage Brands Amid Declining Sales”
Capri Sun is facing intensified competition from natural and organic children’s beverage options. Brands like Honest Kids and Juicy Juice Organic are strategically appealing to a 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. The U.S. Centers for Disease Control and Prevention has reported that nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily between 2011 and 2014. Increasing evidence suggests that such unhealthy eating habits can lead to significant health concerns, including childhood obesity. Given that Capri Sun plays a crucial role for Kraft Heinz—accounting for a 25% share of the kids’ single-serve beverage market in the U.S.—the company has made it a priority to enhance the drink’s ingredients and revive declining sales. According to Ad Age, Capri Sun has experienced a sales drop of approximately 6% this year.
The brand now offers a diverse array of Capri Sun juice drinks, including its original sugar-sweetened varieties, which continue to be the top seller. While parents are the primary focus of Capri Sun’s marketing strategies, it’s important to recognize the significant influence children have over purchasing decisions, impacting 95% of food and beverage choices, as noted by the Food Marketing Institute and Rodale. Children are also quick to desire products they see in advertisements, which explains why advertisers invest over $12 billion annually to engage the youth market. However, traditional marketing methods may not effectively connect with today’s millennial parents. Under Huet’s leadership, Capri Sun is shifting its strategy to engage more with mom and dad bloggers—an astute move. By increasing their social media marketing efforts and implementing more personalized and targeted campaigns, the brand hopes to raise awareness of its new offerings and attract the attention of busy, young parents.
Additionally, Capri Sun is looking to incorporate beneficial ingredients like calcium citrate into its products, aiming for a healthier profile that will resonate with health-conscious parents. This initiative aligns with the brand’s goal to address the growing demand for nutritious options, as seen in the 315 and 200 milligram calcium citrate formulations being explored. By doing so, Capri Sun not only aims to improve its market position but also to contribute positively to children’s nutritional needs.
