Capri-Sun facts for kids
.png){kind=logo} Primary logo  Logo used by Kraft |
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| Type | Juice concentrate drink |
|---|---|
| Manufacturer | Capri Sun Group (Wild), with regional licensees including Kraft |
| Country of origin | Germany |
| Introduced | 1969 (as Capri-Sonne) |
Capri-Sun is a popular drink made from juice concentrate. It is produced by a German company called Wild and other companies around the world that have a special agreement to make it.
The drink was invented by Rudolf Wild in 1969 in West Germany. It was first called Capri-Sonne. Now, it is sold in over 100 countries! Companies like Kraft Foods in the United States and Coca-Cola Europacific Partners in parts of Europe help sell it. Capri-Sun is one of the most popular juice brands in the world. About 6 billion pouches are sold every year globally.
Since it started, Capri-Sun has come in special foil pouches. These pouches are a big part of what makes Capri-Sun unique. In the United States, these pouches were used even before other juice boxes became common. The pouch design has mostly stayed the same. But some changes have been made, like clear bottoms and paper straws. Capri-Sun offers many different flavors in different countries. This is because they want to match local tastes. The most famous flavor around the world is Orange.
Capri-Sun's main drinks have a lot of sugar. But they often have less sugar than many other similar drinks. The company has called its juice drinks "all-natural." This has led to some disagreements. Groups that protect consumers say the drinks have too much sugar and not enough real juice. Capri-Sun says their ingredients are natural. These disagreements have caused some challenges for the brand. For example, the main Capri-Sun line was removed from Tesco stores in the United Kingdom for a while.
In France, Capri-Sun is often mentioned in rap songs. It is known as a popular drink in certain communities. Capri-Sun is often advertised to children. This has led to some criticism from the consumer group Foodwatch. In the United States, Kraft has used special ways to market Capri Sun. This has made it very popular with young people. Many American parents think Capri Sun is a healthy drink. It is also one of the most liked brands among young Americans.
How Capri-Sun Started
Its Beginning and Global Growth
Rudolf Wild started his company, Wild, in Germany in 1931. After World War II, he created Libella. This was Germany's first drink with a fruit-juice base. Libella was very successful. Wild then worked on other drinks, including Capri-Sonne. It was developed in the 1960s. At that time, there were rules about colors in drinks. This made soft drinks look less appealing. So, opaque (not see-through) packaging was a good idea.
Rudolf Wild's company worked with Thimonnier, a French company. Thimonnier made sewing machines. But they also had a patented pouch design and machines to make them. Wild's company bought all of Thimonnier's pouch-making machines. After fixing some early problems, the drink was launched in West Germany in 1969. The name "Capri-Sonne" comes from the Italian island of Capri. This island was a popular vacation spot for Germans in the 1960s. The name suggested a touch of luxury.
In 1978, the famous boxer Muhammad Ali started promoting Capri-Sonne. This was thanks to Hans-Peter Wild, Rudolf's son. Ali said Capri-Sonne was "the greatest of all time." This helped sales go up a lot. By 1982, Capri-Sun was sold in 23 countries. It was the most popular fruit juice in 19 of those countries. By 1991, it was available in 52 countries.
Capri Sun GmbH is based in Germany. It is part of larger Swiss and German companies. Wild allows different companies to make Capri-Sun under a special agreement. In 2009, Capri-Sun was the third best-selling fruit juice brand worldwide. Only Tropicana and Minute Maid sold more. At that time, people in the United States and Germany drank about 6 Capri-Sun pouches per year. But on the French island of Réunion, people drank 9.6 pouches per year!
By 2023, Capri-Sun sells an estimated 6 billion pouches globally each year. In 2024, Forbes reported that Capri-Sun is sold in over 100 countries. It brings in about $500 million per year.
Capri-Sun in Europe
In 1994, Coca-Cola Schweppes Beverages started making Capri-Sun in the United Kingdom. Later, Coca-Cola Enterprises (CCE) began selling it in France in 2007. As fewer young children lived in Germany, SiSi-Werke made a new pouch. This pouch could be closed again and had a spout. It was made for older kids and adults. This new pouch came out in Germany and the UK by 2009.
By 2014, CCE was selling Capri-Sun in France, Ireland, the Netherlands, and the United Kingdom. In Ukraine, Capri-Sun is made by Rosinka. In France, sales grew a lot. In 2016, 213 million pouches were sold. The next year, sales went up to 250 million.
In 2017, SiSi-Werke announced a change. They would rename Capri-Sonne to Capri-Sun in Germany. Germany was the last country to use the old name. Some people were not happy about the change. But the company said sales were not affected. Starting in 2018, Capri Sun Group began to take more control of its sales. This included Switzerland, Austria, the Middle East, China, and Poland. In 2023, they announced they would end their agreement with CCEP. This means Capri Sun Group will handle sales directly in many European countries.
Capri-Sun in North America
Early Years with Shasta Beverages (1979–1991)
In 1979, Shasta Beverages started making Capri Sun in the United States. It was called Capri Sun there. After good test sales, Shasta began selling it in more parts of the US. This started in 1980 and 1981.
When Shasta launched Capri Sun, its single-serving pouch was unusual. Most fruit juice was sold in large cans. The pouch was light, strong, and lasted a long time. It could also be frozen. The special pouch design was patented. It helped make stand-up pouches popular for single-serving drinks in the US.
Shasta aimed the product at children aged 7 to 12. Their marketing focused on kids' magazines. They built loyalty with special offers and fun package designs. Early ads said the product was "all-natural." But this claim faced some criticism. By 1982, Capri Sun had 10% of the market where it was sold. It was competing with brands like Hi-C.
In 1983, Capri Sun sales brought Shasta $28 million. In 1985, Sara Lee sold Shasta. A special company, Capri Sun Inc., was set up to market Capri Sun. It had factories in California and Illinois.
Kraft Foods Takes Over (1991–Present)
In 1991, Kraft General Foods bought Capri Sun Inc. for $155 million. This made Capri Sun part of Kraft's juice and drinks business. Kraft gained the rights to market Capri Sun in the United States, Canada, and Mexico.
Kraft's parent company, Philip Morris Cos., had a lot of experience selling to young people. They used this knowledge to market sugary drink brands like Capri Sun. Their ads used bright colors and beach scenes. This made the drink seem fun and cool. Later, they used a sporty theme. In 1994, Philip Morris added Capri Sun to Lunchables. These are prepackaged lunch sets for kids.
By 1996, Capri Sun sales were growing by 26% each year. Sales went from about $100 million in 1991 to over $230 million. This was also because making the drink became more efficient. In 2008, Capri Sun sales went up by 17%. This was due to a "Respect the Pouch" ad campaign for kids aged 6–12. Even after Kraft became independent in 2007, these marketing methods were still used.
In the 2020s, Capri Sun has also focused on marketing to parents. In 2020, Kraft made pouches of filtered water. They were labeled "we're sorry it's not juice." They gave 5 million pouches to schools. This was to help parents worried about water fountains being shut down during the COVID-19 pandemic. In 2022, the company released an ad for parents. It featured a character named "Juicio." This character was designed to make kids uninterested. Then, it would pitch Capri Sun to the adults still watching.
Capri-Sun in Africa and Asia
In 1980, Capri-Sun opened a factory in Nigeria. Today, Chi Limited makes Capri-Sun there. A second factory in Africa opened in Angola in 2013. In 2012, SDU Beverages in India agreed to make Capri-Sun. They also got rights to sell it in Bangladesh, the Maldives, Nepal, and Sri Lanka. SDU has made pouches from a factory in India since 2014. On Réunion, a French island, a factory has been making Capri-Sun since 2004. It also sends drinks to Madagascar and other islands. By 2016, this factory made more pouches than those in Angola or India.
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Capri-Sun first came to China in 2005. But it did not spread much until 2015. That's when Reignwood Group partnered with Capri-Sun to sell it across the country. Their factory in Beijing can make 650 million pouches per year. According to China Daily, Capri-Sun sold 80 million pouches in China in 2015. Agthia Group started making Capri-Sun in the United Arab Emirates in 2009. They sold it to other nearby countries. But Agthia stopped selling Capri-Sun in 2020.
Capri-Sun Products
What's Inside Capri-Sun?
A Capri-Sun executive said in 2016 that they make 27 flavors worldwide. The most famous flavor globally is Orange. In the United States, flavors like Apple, Fruit Punch, Lemonade, and Orange were first available. Now, there are more, such as Mountain Cooler and Pacific Cooler. The flavors offered are different in each country. For example, in France, there are Classic (orange) and organic flavors. In the United Kingdom, you can find Orange, Tropical, and Blackcurrant. In China, there are Orange, White Grape, Pear, and Peach Apple. The taste of flavors also changes. German fruit flavors are riper than French ones. Flavors in China, Mexico, and the United Arab Emirates are sweeter. This is to suit local tastes.
Capri Sun also has lines with no added sugar. In the US, these include 100% Juice and Fruit Refreshers. There are also Fruit & Veggie Blends and Organic options. Roarin' Waters is a line of flavored waters. The United Kingdom has its own flavored water line called Fruity Water. A "No Added Sugar" version came out there in 2015. In 2023, Capri-Sun started replacing it with "Zero Added Sugar." This version uses sucralose as a sweetener. Capri-Sun squash (a concentrated syrup) is sold in the UK and Germany. An organic version was introduced in 2011.
In 2009, a study from the Harvard T.H. Chan School of Public Health looked at different flavored drinks. Capri Sun Strawberry Kiwi was put in the least healthy group. Drinks in this group had more than 12 grams of sugar per 12 ounces. They were suggested for "sparing" use. Capri Sun Strawberry Kiwi had 34 grams of sugar. This was the lowest in its category. Capri Sun Lemon Lime, a sports drink, also had a lot of sugar and was in the least healthy group.
In 2015, Kraft changed the main Capri Sun line. They switched from high-fructose corn syrup (HFCS) to regular sugar. This lowered the sugar content. In 2022, Capri Sun cut the sugar content of its pouches by almost half. They did this by adding monk fruit concentrate. The same year, CCEP changed some Capri-Sun flavors. This was to follow new rules in the United Kingdom about foods high in fat, sugar, and salt.
In 2007, a woman sued Kraft. She said the "all-natural" label was misleading because of HFCS. Kraft then said they would stop using that label. They would change it to "no artificial colors, flavors, or preservatives." In 2015, Tesco, a big supermarket in the UK, stopped selling Capri-Sun pouches with added sugar. This was a big step against sugary drink companies. In 2023, a group lawsuit was filed in the US. It questioned the "no artificial colors, flavors, or preservatives" claim. This was because Capri Sun apple juice contained citric acid.
Capri-Sun Packaging
Capri-Sun drinks come in special foil pouches. These pouches are made of aluminum, polyester, and polyethylene. They usually hold 200 ml of liquid. The unique Doy-N-Pack pouches were created by Rudolf Wild & Co. and Thimonnier. These pouches are a key part of the Capri-Sun brand. They helped make stand-up pouches popular in the United States.
Capri-Suns first came with plastic straws wrapped in plastic. After England banned single-use plastic straws in 2020, Capri-Sun started using paper straws in the UK. This was meant to be better for the environment. But some people complained that the paper straws were hard to use. They also noted that the straws still had plastic wrapping.
SiSi-Werke tried to get trademarks for some of its pouch designs in Europe. But the European Court of Justice said no. However, the pouch shape is trademarked in Germany. Capri Sun GmbH has also filed lawsuits in the United States to protect its pouch design. In 2017, Capri Sun GmbH sued another company. They claimed that the pouches it made for other brands copied their design. In 2023, the companies agreed to settle the case.
Sometimes, mold was found in Capri-Sun pouches. So, in 2014, Kraft added clear bottoms to the pouches. This was to show there were no artificial colors and to ease concerns about mold. But some mold reports still happened. Kraft says the mold is natural and can happen if there are small holes in the pouch. In 2022, Kraft went back to foil bottoms. This was due to supply chain issues. The same year, Kraft recalled over 5,000 Wild Cherry pouches. This was because some were found to have cleaning supplies in them.
Capri-Sun's packaging has been looked at closely. In 2015, groups that care about the environment started a campaign. They wanted Kraft to change its packaging. They said the pouches are hard to recycle. This leads to 1.4 billion pouches being littered each year. Capri Sun pouches can be recycled by TerraCycle. But these groups say only a small number are recycled this way. In Germany, Capri-Sun pays for a recycling guarantee. This puts a Green Dot on every pouch. However, one writer in 2001 called Capri-Sonne the "antichrist of the environmentalists." He criticized its low juice content and the packaging materials. He said it created too much waste for a small amount of liquid.
Besides the well-known pouch, Capri-Sun comes in other types of packaging. Some products for older people come in a resealable pouch with a spout. In the US, there is also an aluminum "bottle can." The squash (syrup) lines are sold in one-liter plastic bottles.
Capri-Sun's Impact
Health and How People See It
When Philip Morris Cos. and Kraft marketed Capri Sun to children, the rates of children being overweight in the United States started to rise. This was partly linked to more sugary drinks being consumed. Ads for sugary drinks can affect what children eat. In 2013, a group called Foodwatch gave Capri-Sun a "Golden Windbag" award. They felt Capri-Sun's advertising to children was misleading. Capri-Sun said its ads were not just for children.
Parents who take surveys often think Capri Sun is healthier than it is. They might not know about some of its ingredients. A 2015 study looked at American parents' views on sugary drinks. It found that 36% of parents thought Capri Sun was "somewhat" or "very healthy." 48% said they gave the drink to their children. Black and Hispanic parents were more likely to think Capri Sun was healthy than white parents. For Roarin' Waters, 39% of parents thought it was healthy. But only 16% said they gave it to their children. The study suggested parents might choose Roarin' Waters because they thought it was a healthier choice. A 2021 survey found that most parents knew Fruit Punch and Roarin' Waters had added sugar. But many did not know Roarin' Waters had artificial sweeteners. Only a few parents knew Roarin' Waters had no juice just by looking at the front of the package.
In 2015, author Josephine Lébard noted Capri-Sun's popularity in certain neighborhoods near Paris. This showed the drink was popular in different communities in France. A Coca-Cola France representative said in 2018 that 87% of families with children under 15 knew the Capri-Sun brand. A 2021 report found that Black children in the US saw ads for Capri-Sun more often than white children.
A 2022 survey ranked Capri Sun very highly among young Americans. It was rated favorably by 77% of those surveyed. Capri Sun was also one of the brands with the biggest difference in popularity between young people and older adults. Its popularity with young people was much higher than with the general adult population.
Images for kids
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Capri-Sun pouch standing.jpg
A Kraft-made Capri Sun Doy-N-Pack pouch standing upright
