Capri Sun Goes Beyond the Pouch: Launches New Multi-Serve Format with 32 Pouches’ Worth of Classic Fruit Punch Flavor

Rhea-AI Summary

Capri Sun has introduced its first innovation in nearly a decade with the launch of a new 96-oz Multi-Serve bottle of its classic Fruit Punch flavor. This new format, equivalent to 32 pouches, is now available at leading club retailers like BJ's, Sam's Club, and select Costco locations. The release responds to fan demand, with 76% of suggestions between 2020 and 2023 requesting a larger product size. The launch aims to expand Capri Sun's presence in the $38 billion Ready to Drink category, providing greater value for families and groups shopping in bulk. Senior Brand Manager Jordan Mann emphasizes that this new product allows fans to relive their childhood memories while catering to their current needs.

Positive

• New 96-oz Multi-Serve format responds to 76% of fan suggestions.
• First product innovation in nearly a decade, targeting nostalgia.
• Available at major club retailers like BJ's, Sam's Club, and select Costco locations.
• Expansion into the $38 billion Ready to Drink category.
• Provides value for families and large groups through bulk buying.

Negative

• Potential market saturation with other multi-serve beverage options.
• Exclusivity to club retailers may limit broader market access.
• Risk of not meeting consumer expectations despite nostalgic appeal.

Marking the first innovation in nearly a decade, the 96-oz. Capri Sun Multi-Serve bottles deliver on decades-long fan demand for a larger size

CHICAGO--(BUSINESS WIRE)-- For years, Capri Sun fans have called for a larger serving size to enjoy even more of their childhood favorite drink. In fact, between 2020 and 2023, a staggering 76 percent of suggestions received by the Capri Sun call center were about fans wanting a bigger product size.¹ Just in time for summer, the brand is answering this call with the launch of Capri Sun Multi-Serve, a 96 oz. bottle of Capri Sun’s top-selling Fruit Punch flavor, and the brand’s first innovation in nearly a decade.

Just in time for summer, Capri Sun launches 96 oz. bottles at club retailers nationwide in response to fan demand. (Photo: Business Wire)

As the brand behind the number one kids’ drink in America, Capri Sun pouches have largely been for on-the-go occasions. Now, Capri Sun Multi-Serve is bringing this fan favorite taste to everyone, particularly to the kitchen table in an additional convenient format to enjoy with families and bigger groups. Now available exclusively at BJ’s Wholesale Club, Sam’s Club and select Costco locations, Capri Sun Multi-Serve delivers great value as a convenient two-pack with 32 pouches’ worth of juice.

“With this larger format, everyone, including kids at heart, can bring a piece of their epic childhood to parties, summer gatherings and even dinnertime at home,” said Jordan Mann, Senior Brand Manager, Capri Sun. “We’re now able to delight those fans that grew up on Capri Sun with an offering that suits their needs. They’ve outgrown the serving size of the pouch, but not their love for Capri Sun.”

The launch of Capri Sun Multi-Serve marks the brand’s expansion in the $38 billion Ready to Drink category.² The latest innovation is set to drive growth for the brand, especially at a time when consumers are looking to club retailers for value by buying in bulk to accommodate many in the household.³

To learn more about Capri Sun’s latest product innovation, follow @caprisun on Instagram and @caprisun_usa on TikTok.

¹ Capri Sun Call Center (2023)
² Circana, L52 ending 3-31-24
³ Beverage Industry (2023)

About the Kraft Heinz Company

We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2023 net sales of approximately $27 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of eight consumer-driven product platforms. As global citizens, we’re dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240515702119/en/

Hannah Donohue

The Kraft Heinz Company

Hannah.Donohue@kraftheinz.com

Alyssa Schor

Zeno Group

Alyssa.Schor@zenogroup.com

Source: The Kraft Heinz Company

FAQ

What is the new product launched by Capri Sun in 2024?

Capri Sun has launched a 96-oz Multi-Serve bottle of its classic Fruit Punch flavor.

What prompted Capri Sun to release a larger serving size?

76% of suggestions received by the Capri Sun call center between 2020 and 2023 requested a larger product size.

Where can consumers purchase the new Capri Sun Multi-Serve bottles?

The new Multi-Serve bottles are available at BJ's Wholesale Club, Sam's Club, and select Costco locations.

How many pouches does the 96-oz Capri Sun Multi-Serve bottle equate to?

The 96-oz bottle is equivalent to 32 pouches of Capri Sun.

What category is Capri Sun aiming to expand into with this new product?

Capri Sun aims to expand further into the $38 billion Ready to Drink category.