Capri Sun debuts new sports drink made for kids
- Kraft Heinz's Capri Sun brand has released Capri Sun Sport, a new flavored water beverage designed with a child's sporting events in mind, according to Beverage Industry.
- The new drink is free-from high-fructose corn syrup, artificial colors, flavors and preservatives, and is made with a blend of electrolytes and water to help kids stay hydrated.
- Capri Sun Sport is available in three flavors: Citrus Rush, Fruit Frenzy and Grape Blast.
Capri Sun is no stranger to kid-centered product launches — it debuted a similar sports drink, Roarin' Waters, a few years ago. Just like Capri Sun Sport, this beverage is intended to offer parents a healthier children's beverage option that their kids will enjoy.
The older product, which is advertised as a “lightly fruit-flavored water beverage," still had artificial sweeteners at first and didn’t catch on as strongly as the company had hoped. The new Sun Sport has a catchier name, better package design and is more heavily centered on its health benefits.
Since the color of the drink itself isn’t bright and colorful, which often attracts kids, some analysts believe the company made a wise decision in not showing the liquid inside the packaging. Still, the beverage maker should work to make this drink stand out, both from competitors and existing Capri Sun Products. It may be wise for the company to invest in a major sports athlete or Disney personality as its celebrity spokesperson for the new drink, or create a TV commercial campaign that can play on kid and tween-friendly channels.
Many food manufacturers are now hiring social media influencers to get the word out about their products on Instagram and Twitter. This could be a savvy, low-cost way for the Kraft Heinz brand to engage older kids and compete with popular sports drinks like Vitaminwater and Gatorade.
- Beverage Industry The Kraft Heinz Co. launches Capri Sun Sport
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