* Capri-Sun No Added Sugar will now include Stevia, a sweetener from a natural source
* The brand will be supported by a £6million marketing investment and packaging redesign
* Opportunity for retailers to tap into parents' top purchase driver: products with natural ingredients[1]
Capri-Sun No Added Sugar will now include Stevia, a plant-based sweetener in combination with natural fruit sugars. The new recipe maintains the same great taste that consumers love, with no artificial flavours, colours, sweeteners or preservatives and is soft drinks tax exempt.
This means the
The move will help retailers to meet the growing demand for more natural options in the kids' drinks market, with 70% of parents looking to avoid products that contain anything artificial[2].
This will be supported by a £6million marketing campaign later this year, spanning television and social media, as well as in-store materials to help shoppers navigate the kid drinks fixture.
The Capri-Sun No Added Sugar Nothing Artificial range includes Orange and Apple & Blackcurrant.
[1] VBC: Please think of the drinks you currently give to your child/children. Thinking about drinks containing artificial ingredients (like sweeteners, colourants, etc..), which of the following statements most fits? Base: N=366
[2] VBC: Please think of the drinks you currently give to your child/children. Thinking about drinks containing artificial ingredients
(like sweeteners, colourants, etc..), which of the following statements most fits? Base: N=366
[3] Nielsen Total Coverage Value MAT wk
[4] Nielsen Total Coverage Value MAT wk
[5] Nielsen Total Coverage Value MAT wk
.
(C) 2020 M2 COMMUNICATIONS, source