28 Feb 2008


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Capri-Sun

Capri-Sun

Coca-Cola Enterprises

Soft Drinks

Top 100 Grocery Brands

Source : Checkout Nielsen Top 100 Grocery Brands
Position: 99
The rise of child-friendly Capri-Sun into the Top 100 Grocery Brands' league at 99 can in part be attributed to its maker's parent-friendly moves to cut sugar and increase pouch sizes.

Capri Sun Orange

An established school lunchbox favourite, Capri-Sun's brand value has risen by 24.2% in the past 12 months and stands at £69.8m, up from £56.2m, helped in part by reformulating the product to cut sugar levels by 3% and increase juice content by 20%.

“With artificial ingredients such as sweeteners being banned from school menus, 'natural' is becoming a key trend and is the number two consideration amongst consumers when purchasing soft drinks,” says Coca-Cola Enterprises' (CCE) head of marketing Anita Huntley.

She indicates Capri-Sun enjoyed an 11.7% rise in volume and within three months of the bigger, 330ml packs being launched, some 10.4m had been delivered.

Capri-Sun took the opportunity to redesign its packaging, which now comes in re-sealable form with revised graphics. The range is also broader than before with Orange and Tropical and Apple and Blackcurrant varieties launched at the same time.

The brand is now claimed to be the top 10 seller in its segment and the UK's best selling lunchbox fruit drink, with 40 % of demand made by orange variants.

2007 £69.8m
2006 £56.2m
yoy change 24.2%

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