Capri Sun, a popular juice brand owned by Kraft Heinz, is set to introduce single-serve bottles for the first time in 20 years in February. The decision to offer resealable packaging is aimed at catering to on-the-go consumers while maintaining the iconic pouch format that has been a favorite among consumers. The 12-ounce bottles are primarily targeted at convenience stores, where immediate consumption is the top reason for visits, with parents buying beverages for their kids over half the time they visit these stores. In addition to convenience stores, the Capri Sun bottles will also be available in grocery stores and vending machines nationwide.
This move by Capri Sun reflects a broader trend among brands to enhance portability in response to consumer demand. Nestlé’s Nespresso, for example, recently launched its first ready-to-drink coffee in the U.S. to tap into the growing popularity of RTD offerings and cater to consumers outside of traditional home and office settings.
The introduction of bottles alongside the traditional pouch format offers consumers more flexibility in when and where they can enjoy Capri Sun. Bottles are less prone to spilling and provide a larger serving size, with each bottle containing 12 ounces of juice equivalent to two pouches. This larger size is particularly well-suited for on-the-go consumption when consumers may not have easy access to a place to purchase a beverage or the time to sit down and enjoy it. Parents, in particular, appreciate the convenience of bottles when their children are drinking on the go.
Capri Sun bottles will be available in the brand’s popular flavors such as Fruit Punch, Pacific Cooler, and Strawberry Kiwi. The brand’s director of marketing, Kristina Hannant, emphasized the company’s commitment to innovation and meeting the evolving needs of today’s families through the launch of Capri Sun Bottles. This new format aims to provide the same taste and quality that consumers love while offering a more convenient option for on-the-go consumption.
Packaging innovation has been a key focus for Kraft Heinz in its efforts to enhance the Capri Sun brand. The company previously introduced 96-ounce multi-serve bottles in response to consumer demand for a larger size. Additionally, Kraft Heinz reduced sweetener levels by an average of 40% across the entire Capri Sun Original Juice Drink Portfolio to address concerns about children’s sugar intake. These initiatives demonstrate the brand’s commitment to meeting consumer preferences and evolving market trends.
In conclusion, the launch of Capri Sun bottles represents a strategic move by Kraft Heinz to expand the brand’s offerings and cater to the changing needs of consumers. By combining the convenience of bottles with the familiar flavors of Capri Sun, the brand aims to provide a versatile and enjoyable beverage option for families on the go. The introduction of single-serve bottles alongside the traditional pouch format reflects the brand’s commitment to innovation and consumer satisfaction.
