Capri-sun adds a touch of summer to its Multivitamin Squash Range

• Capri-Sun is expanding its HFSS compliant Multivitamin Squash range with new Summer Fruits flavour
• Builds on the successful launch of Orange and Apple & Blackcurrant variants in 2021

Coca-Cola Europacific Partners (CCEP) is adding a new variant to its Capri-Sun Multivitamin Squash range, with the launch of its third squash flavour – Summer Fruits. Rolling out in grocery this month, the new variant will tap into the popularity of the Summer Fruit flavour which is the fifth favourite in retail in GB^[1].

As with the rest of the squash range, Capri-Sun Multivitamin Summer Fruits contains no artificial colours or flavours, is HFSS compliant and is enriched with vitamins including B1, B3, B5, B6 and Biotin. It will be available in one litre 100% rPET bottles (excluding caps & labels). The range’s bold packaging design highlights its multivitamin credentials prominently on-pack, to make the fixture easier for parents to shop, and to help retailers maximize sales.

The  brand and its newest launch will be supported by a multi-million-pound marketing campaign throughout the year to keep Capri-Sun front of mind with shoppers.

Martin Attock, Vice President of Commercial Development at Coca-Cola Europacific Partners GB, said: “Over the last two years there has been more consumption of soft drinks with added health benefits^[2] and the overall consumption of squash by the whole family has increased considerably due to more at-home occasion^[3].  This puts Capri-Sun’s Multivitamin squash range in an ideal position to capitalise on two key trends.  We expect the launch of our new Summer Fruits variant will help us expand our footprint in the category and drive sales for retailers.”

Capri-Sun is the no.1 kids juice drinks brand in grocery and convenience^[4], worth £68m^[5], and growing. The full Capri-Sun portfolio will be HFSS compliant by April, well before the regulations come in from October 2022.

[1] Nielsen, Grocery Multiples, MAT to 01.01.21

[2] Kantar I Worldpanel Division I Usage Panel I IH/CO I 52 w/e 08 Aug 21 vs 52 w/e 11 Aug 19

[3] Nielsen Total Coverage Value MAT 28.12.19 v’s -1.01.2022

[4] Nielsen Total GB Incl. Dis MAT WE 01.01.2022

[5] Nielsen Total GB Incl. Dis MAT WE 01.01.2022