CAPRI Sun went out of the box and launched an entirely new product that left customers amazed.
The childhood favorite drink, typically served in small portions, will now be available in a pitcher.
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The company announced the launch of the new look on May 15, releasing it in time for summer.
“Just in time for summer, the brand is answering that call with the launch of Capri Sun Multi-Serve, a 96-ounce bottle of Capri Sun’s best-selling Fruit Punch flavor and the brand’s first innovation in nearly a decade.” , said the Press release by parent company KraftHeinz.
To test the product, pitchers will only be available in one flavor, fruit punch.
They come in twin packs, with each bottle containing 96 ounces of juice.
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Together, the package is equivalent to 32 original juice bags.
Sold exclusively at wholesalers BJ’s, Sam’s Club and select Costco stores, the company noted that the product placement is deliberate.
“The latest innovation is expected to drive the brand’s growth, especially at a time when consumers are looking to capture value from retailers by purchasing in bulk to accommodate many family members,” reads the press release.
Capri Sun also capitalizes on the drink’s nostalgia and hopes to maintain its place as a favorite childhood drink.
“With this larger format, everyone, including the kids at heart, can take a piece of their epic childhood to parties, summer get-togethers and even dinner at home,” said Jordan Mann, senior brand manager at Capri Sun.
“Now we can delight fans who grew up in Capri Sun with an offer that meets their needs. They got over the portion size of the bag, but not the love for Capri Sun.”
The company made the decision to launch the larger-serving pitcher after three years of customer feedback.
According to the company, between 2020 and 2023, an “impressive” 76% of respondents reported wanting a larger quantity of the drink.
While it is the Capris Sun brand’s first innovation, the company hopes it will help it expand into the industry’s “$38 billion Ready to Drink category.”
CUSTOMER REACTION
Capri Sun’s long-awaited innovation, while enthusiastically received by many, has some customers pointing out a less commercialized change to the drink.
“I thought Capri Sun was clear?” asked one Facebook user.
Unlike the packaging contents, the new juice jugs are a bright red color.
“They added natural food coloring to make it more attractive in a clear bottle. This is marketing,” replied one user.
Other customers question the flavor choice, want more options, or wonder why the company led the way with fruit punch.
“I don’t know what to think about this. Sometimes the same drink tastes different depending on the packaging, like Minute Maid,” shared one customer.
“So, will this taste like my beloved Capri Sun bags? Fruit punch isn’t my favorite flavor either,” they concluded.
“Now we just need the Pacific Cooler and the lemonade in pitchers!” wrote another post.
Despite some apprehension on the part of consumers, many stated that it was “the drink of the summer”, saying that they “need it”.
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This story originally appeared on The-sun.com read the full story
