Number One Kids’ Juice Drink Brand[1] Capri-Sun, Switches its Multivitamin Squash To Double Strength And Launches New Campaign

Coca-Cola Europacific Partners (CCEP) is building on the success of Capri-Sun Multivitamin Squash by introducing new double strength variants across its Orange, Summer Fruits and Tropical flavours, alongside a new consumer marketing campaign.

Rolling out nationwide between now and March, each 1L bottle will now contain double the number of servings (50) while delivering the same great taste that has made Capri-Sun Multivitamin Squash so popular. The range will remain HFSS compliant, with added vitamins and with no added sugar, artificial colours or flavours

Sustainable Packaging & Shopper Value

The launch of double strength will support the brand’s ongoing efforts to reduce waste by halving the amount of packaging used for the same number of servings whilst offering more value to the shopper. The launch will also be accompanied by a refreshed pack design and the bottles will continue to be made with 100% recycled PET* and remain fully recyclable.

The move to double strength squash comes at a time whereby 39% of the squash segment is double strength or above, while we see shopper’s switching out of single strength options as they seek better value[2].

The Capri-Sun Multivitamin Squash range will be supported by an integrated marketing campaign which kicks off in March and will include: Broadcast Video on Demand, Online Video such as Youtube, Social Media, an influencer campaign and instore activations to drive awareness and engagement at all touchpoints.

The roll-out of Capri-Sun Squash double strength and campaign activity builds on the momentum generated by Capri-Sun Squash since it was launched in 2021. It is now worth more than £4m, achieving 67.2%[3] value growth over the past twelve months.

Pippa Collins, Associate Director, Commercial Development at CCEP GB, said: “Capri-Sun Multivitamin Squash is growing in popularity, using its number one kids’ juice drink brand[4] status to tap into a soft drink segment that is increasingly enjoyed by the whole family[5].

“With more servings in each bottle, our new double strength option delivers on value for money and cuts down on packaging per serve, which we know are priorities for consumers at this time. We’re confident this will increase the appeal of Capri-Sun Multivitamin Squash and help retailers drive more sales in the growing squash category[6].”

[1] Nielsen Total GB MAT val WE 08.10.2022

[2] Nielsen Total GB MAT Val WE 31/12/22

[3] Nielsen Total GB MAT val WE 08.10.2022

[4] Nielsen Total GB MAT val WE 08.10.2022

[5] Source: Kantar I Worldpanel Division I Usage Panel I IH/CO I 52 w/e 08 Aug 22

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