**Brand History and Global Overview:**
– Rudolf Wild founded Rudolf Wild & Co. in Heidelberg, Germany in 1931.
– Capri-Sun debuted in 1969 in West Germany, inspired by the Italian island of Capri.
– Muhammad Ali began promoting Capri-Sun in 1978, leading to increased sales.
– Capri-Sun was sold in 23 countries by 1982 and in 52 countries by 1991.
– As of 2023, Capri-Sun sells approximately 6 billion pouches annually.
– Capri-Sun GmbH is a subsidiary of Swiss companies Capri Sun AG and Capri Sun Group Holding AG.
– In 2009, global sales of Capri-Sun ranked third among fruit juice brands.
– Capri-Sun is sold in over 100 countries globally.
– Forbes reported sales in more than 100 countries, generating around $500 million annually.
– Réunion had the highest per capita consumption of Capri-Sun at 9.6 pouches per year.
**Europe Presence:**
– Coca-Cola Schweppes Beverages took over Capri-Sun production in the UK in 1994.
– CCE began selling Capri-Sun in France in 2007.
– SiSi-Werke introduced a resealable pouch for older demographics in Germany and the UK by 2009.
– Sales of Capri-Sun in France increased by 24% in 2016.
– In 2017, Capri-Sonne was renamed Capri-Sun in Germany.
**Controversies and Marketing:**
– Capri-Sun products are high in sugar content but lower than many competitors.
– Consumer advocates have raised concerns about the high sugar content and low juice percentage.
– Capri-Sun has faced lawsuits over sugar content and all-natural claims.
– Capri-Sun has been marketed to children, attracting negative attention from consumer advocacy groups.
– American parents often perceive Capri-Sun as healthy, contributing to its popularity among Generation Z.
**Global Distribution in North America, Africa, and Asia:**
– In 1979, Shasta Beverages licensed Capri Sun in the United States.
– Capri-Sun established factories in Nigeria and Angola.
– SDU Beverages in India produces Capri-Sun for distribution in multiple countries.
– Capri-Sun products became available in China in 2005.
– Agthia Group produced Capri-Sun in the UAE until discontinuing sales in 2020.
**Product Variety and Packaging:**
– Capri-Sun produces 27 flavors worldwide, with Orange being the best-known globally.
– Flavors vary by country, catering to local tastes.
– Different sugar content in various countries.
– Stored in laminate foil pouches with a volume of usually 200ml.
– Introduction of paper straws in the UK.
– Changes in sugar content over the years and compliance with food regulations in different regions.
Capri-Sun (UK: /ˈkæpri/, US: /kəˈpriː/) is a brand of juice concentrate–based drinks manufactured by the German company Wild and regional licensees. Rudolf Wild invented the drink in 1969 and introduced it in West Germany as Capri-Sonne (a name retired in favor of the English name in 2017). It is now sold in over 100 countries, with licensees including Kraft Foods in the United States (as Capri Sun) and Coca-Cola Europacific Partners in parts of Europe. It is one of the most popular juice brands in the world; as of 2023[update], roughly 6 billion pouches are sold per year globally.
.png){kind=logo} Primary logo  Logo used by Kraft | |
| Type | Juice concentrate drink |
|---|---|
| Manufacturer | Capri Sun Group (Wild), with regional licensees including Kraft |
| Country of origin | Germany |
| Introduced | 1969 (as Capri-Sonne) |
| Website | capri-sun |
Since its launch, Capri-Sun has been packaged in laminated foil vacuum Doy-N-Pack pouches, with which the brand has become strongly associated. In the United States, these pouches predated the advent of Tetra Brik, in an era when fruit juice was usually sold in large containers. The pouch design has stayed largely the same, but changes in some markets have included transparent bottoms and paper straws, while other container types have been introduced for some products. Capri-Sun is available in varying ranges of flavors in different countries, targeting different national flavor profiles. Globally, its best-known flavor is Orange.
Capri-Sun's main products are high in sugar content, although lower than many competitors. Characterizations of the juice drinks as "all-natural" have led to conflict in several countries between consumer advocates who highlight the high sugar content and low juice percentage, and Capri-Sun and its licensees, who have generally maintained that the term correctly describes the ingredients. Disputes over sugar content and "all-natural" status have led to two lawsuits in the United States and the removal of the brand's main line from Tesco shelves in the United Kingdom.
In France, Capri-Sun has figured prominently in rap songs and has been noted as a drink of choice in poor areas. Capri-Sun is often marketed to children, which has earned it a negative award from the consumer advocacy group Foodwatch. In the United States, Kraft and its former parent company, the tobacco conglomerate Philip Morris Cos. (now[update] Altria), have successfully marketed Capri Sun using strategies developed for selling cigarettes to children. American parents often misidentify Capri Sun as healthy, and it is one of the most favorably rated brands among Generation Z Americans.