21-04 Capri-Sun Multivitamin Squash (Orange)

Coca-Cola European Partners (CCEP) has expanded the no.1 kids drinks brand in grocery and convenience (Nielsen MAT Value Total Cov Ex Discounters w/e: 26.12.20) into the squash segment with Capri-Sun Multivitamin Squash. The drink contains no artificial colours or flavours, or added sugar and is available in Orange and Apple & Blackcurrant variants – the best-selling flavours in the multiples (Nielsen, Grocery Multiples, MAT to 16.05.20). It comes in fully recyclable 1l packs made from 100% recycled plastic and has an rrp of £1.99. 

The Apple & Blackcurrant variant contains vitamins B1, B3, B5, B6 and Biotin, which contributes to reduction of tiredness and fatigue; to the normal function of the immune and nervous systems; and to normal mental performance and psychological function. The Orange variant is also enhanced with vitamins B1, B3, B6 and Biotin, and contains Vitamin C to support a healthy immune system. These benefits – as well as the range’s suitability for vegans and real fruit juice content – are clearly communicated on-pack, to help shoppers navigate the fixture and make confident purchases. 

As part of CCEP’s multimillion-pound investment in Capri-Sun this year, the new range will benefit from a £3m above the line campaign to raise consumer awareness and help drive sales. The playful TV advert will run across the summer on social media, broadcaster video on demand (BVOD) and VOD. 

Simon Harrison, vice president, commercial development at CCEP GB, said: “Squash is a large and growing segment within soft drinks [Nielsen Total coverage incl. discounters MAT val we 26.12.20], and as well as accounting for 25% of drinks occasions among children [Kantar I Worldpanel Division I Usage Panel I IH/CO I 52 w/e 23 Feb 2020], it appeals to adults too.  

“Capri-Sun’s success in Juice Drinks is largely down to the way we’ve addressed potential barriers to purchase by reformulating our recipes, and by communicating the benefits of our products to shoppers. This puts us in a strong position to do the same in Squash, with a new range of no added sugar products that deliver added functionality, without any artificial colours or flavours. The packaging is also made from 100% recycled plastic, tapping into sustainability as another important factor in consumers’ buying decisions.  

“Moving into Squash is a natural progression for Capri-Sun, and with research having revealed a purchase intention of 74% among GB consumers, we’re confident it’s going to be a success – especially as the rise in home-based consumption occasions means Squash is relevant to more people, more often.”