Kids’ juice drink brand Capri-Sun is switching its multivitamin squash to double strength and launching a new marketing campaign.
Coca-Cola Europacific Partners (CCEP) is rolling out the new double-strength variants across the brand’s Orange, Summer Fruits and Tropical flavours. Each 1L bottle will now contain double the number of servings (50), while retaining the same taste and remaining HFSS compliant.
The launch of the double-strength product is part of the brand’s efforts to reduce waste by halving the amount of packaging used and offer more value to the shopper. The launch will also be accompanied by a refreshed pack design.
Meanwhile, the Capri-Sun Multivitamin Squash range will be supported by an integrated marketing campaign which begins in March and will include online video, social media, an influencer campaign, and instore activations.
The company noted that 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% 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 it’s number one kids’ juice drink brand status to tap into a soft drink segment that is increasingly enjoyed by the whole family.
“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.”
Capri-Sun is also launching a new grocery promotion in partnership with the family card game, Dobble. Running throughout March and April across Capri-Sun Squash and Capri-Sun juice drink pouch displays in grocery outlets, shoppers will be able to scan QR codes on POS to enter a daily prize draw to win a Dobble Classic pack. By scanning the code, consumers will also be taken to a site where they can play Dobble online and learn more about the game.
