Kids’ soft drinks are back in growth – with Capri-Sun leading the resurgence – according to new data.
Having declined by an average CAGR of 4.65% per year from 2022 to 2024, the subcategory has experienced a turnaround, with 10.5% value and 6.9% volume growth in the last 12 weeks [NIQ 12 we 12 July 2025]. In the year to date, meanwhile, sales are up 7.9% on volumes up 5.5%.
Capri-Sun claims to be responsible for driving the revival. Its sales are up 17.7% on volumes up 19.3% in the past 12 weeks, and 8.1% on volumes up 11.6% in the year to date [NIQ].
The supplier, which split from a 30-year partnership with Coca-Cola Europacific Partners (CCEP) to take over its own UK distribution last spring, said its own renaissance – last year volumes fell by 24% [NIQ 52 we 28 December 2024] – was down to “reigniting consumer connections, and bringing innovation, great taste and fun back to the kids’ drinks category”.
Capri-Sun had invested into reducing rsps, as well as in ATL and BTL campaigns to drive penetration and “reach consumers who may not venture down the juice drink aisle”, MD Richard Baragwanath told The Grocer.
“Our momentum has been driven by targeted efforts to enhance price competitiveness, increased off-shelf visibility, and the successful launch of two exciting new products in Q1 – Monster and Cola,” he said. “Our focus remains on bringing families back to the fixture by reminding parents that Capri-Sun is a low-sugar, affordable treat that offers a moment of carefree fun.”
The brand has made sugar reduction a major focus of product development, with all its NPD in 2025 so far – including the new Cola and Monster Alarm flavours – made with zero added sugar.
“High sugar is the number one concern for consumers in the category,” said Baragwanath. “We know 57% of UK parents with children are actively seeking guidance on healthier drink options, reflecting a strong interest in lower-sugar beverages for their families.
“Therefore, we’re targeting a further 10% reduction in sugar by the end of 2026, ahead of the new governmental sugar tax proposals.”
All Capri-Sun products were already below the current soft drink tax and HFSS thresholds, Baragwanath added.
Following the decision to cut ties with CCEP, Capri-Sun penned a “long-term partnership agreement” with Princes last March. The soft drinks maker has committed to producing over 250 million Capri-Sun juice pouches annually at its production facility in Bradford, Yorkshire.
No comments yet