Capri Sun will take back control of the sales and distribution of its kids pouch drinks in Britain, France, Monaco, Netherlands, Belgium, Luxemburg, Sweden, Spain, and Portugal from 2024, bringing to an end arrangement with Coca-Cola Europacific Partners (CCEP).
The brand stated that the decision supports its strategy of being closer to its customers and growth plans.
The ‘go-direct’ strategy started around five years ago by taking the sales and distribution back in-house in Switzerland, Austria, the Middle East, China, and most recently Poland. It is said to enable Capri Sun to be more agile and responsive in a fast-changing environment and allows a full focus on developing its business.
Capri Sun has recruited 70 new employees, who will now focus on preparing for the transition, which will begin in March 2024.
Roland Weening, Chief Executive of the Capri Sun Group, commented: “CCEP has been a terrific partner for more than a decade, and we are grateful for the successful cooperation over the years. We have concluded on both sides that the future needs both companies to focus on their own brands. We are a privately owned company and as a global family favourite since 1969, are fully committed to reaching our vision to become the most sustainable kids’ drink in the world.
“We are planning the launch of recyclable pouches as well as more low-sugar products, and we will continue to drive innovation further. We will invest an additional €42m in 2024 to support these initiatives and the transition. This will accelerate our growth and bring even more carefree fun and smiles for generations to come!”
