Capri-Sun, famous for its juice sachets that are consumed in an instant, is reformulating its main product and introducing a new packaging. The German brand has launched reusable bottles, allowing you to close the drink after opening, unlike traditional bags that need to be drilled with a straw.
This novelty represents a major change, since for over 20 years that Capri-Sun has not changed the way its juice was packed. The company explains that the goal is to respond to the needs of consumers, who had long been asking for a more practical alternative and more juice.
Capri-Sun Marketing Director Kristina Hannant admits that iconic bags were losing space in convenience stores for competitors with easier to transport. “Consumers did not look for bags so often when confronted with many other bottled options,” he said.
The new bottles were developed to better adapt to the shelves and refrigerators of stores, facilitating purchase and transportation. “With a reusable closure, this option is especially pleased with parents, as 53% of them prefer drinks that children can take with them and consume later,” added Hannant, citing a study by the Numerator company.
Another reason for change was the growing demand for higher doses. Between 2020 and 2023, 76% of the suggestions received by Capri-Sun asked for more juice. Thus, the new package contains twice the amount of liquid compared to traditional bags.
For now, the new bottles are available in the United States, in networks such as Kroger, Circle K, Walmart and other regional stores. They are being launched in three of the brand’s most popular flavors: Fruit Punch, Pacific Cooler and Kiwi Strawberry.
Despite the news, Capri-Sun guarantees that it will not abandon its iconic bags. The company still sells more than six million of these per day in more than 100 countries, showing that this format remains a success.
The experience of drinking juice through the straw drilling the bag has always been an essential part of the brand’s identity. Many consumers feel nostalgic about this tradition and did not welcome the arrival of the bottle well.
On social networks, some fans of the brand expressed their discontent. “The disrespect for the scholarship is an unforgivable offense,” commented one user on Capri-Sun Instagram. Others went further, suggesting a boycott of the new packaging: “Bags or death!” They wrote.
It is not yet known if this change will arrive in Portugal. It tried to contact Capri-Sun Portugal to clarify the question, but so far has no answer.
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