Coca-Cola European Partners (CCEP) has announced that the sugar content of its Capri-Sun Original range has been reduced by 50%.
The total sugar content of Capri-Sun has been cut to 4.9 grams per 100ml by using the natural sweetener stevia. CCEP maintains that the new recipe features the same taste as the previous Capri-Sun range and means the drinks are exempt from next month’s sugar levy.
Simon Harrison, customer marketing director for Coca-Cola European Partners, said: “At CCEP, we have been on a sugar reduction journey for many years, listening to consumers and customers and making small decreases in the amount of sugar used across our full portfolio of brands. The introduction of stevia has enabled us to reduce the sugar content in Capri-Sun without compromising on the famous taste of the much-loved juice drink.
“We have always been clear that we would never change the recipe of any one of our brands unless the taste is equalled or made better. We have done just that with Capri-Sun thanks to the inclusion of stevia, a sweetener from a natural source.”
The launch of the new recipe is being supported by a programme of communications including advertising and PR.
The new recipe has been rolled out across all flavours in the Capri-Sun Original line-up and is available to independent retailers now.