Coca-Cola Europacific Partners (CCEP) will be marketing Capri-Sun Multivitamin Squash on-line and in-store to highlight the product’s switch to double strength.
Rolling out between now and March, the double strength Orange, Summer Fruits and Tropical Capri-Sun Multivitamin Squash 1l bottles will each contain 50 servings.
The firm claims that 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 move to double strength squash comes at a time whereby 39% of the squash segment is double strength or above and shoppers are switching out of single strength options as they seek better value (Nielsen).
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 including influencer content, social media and in-store activations.
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 range will remain HFSS compliant, with added vitamins and with no added sugar, artificial colours or flavours
The roll-out of Capri-Sun Squash double strength and campaign activity builds on the momentum generated by Capri-Sun Multivitamin Squash since it was launched in 2021. It is now worth more than £4m, achieving 67.2% (Nielsen).
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 status [Nielsen] to tap into a soft drink segment that is increasingly enjoyed by the whole family [Kantar].
“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 [Nielsen].”
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