Capri Sun Group is taking a strategic step towards being more customer-focused and accelerating its growth in the food and beverage industry trends. The company has decided to bring sales and distribution back in-house in Western Europe, aligning with its “go-direct” approach to enhance agility and responsiveness in a rapidly changing environment. By adopting this approach, Capri Sun can concentrate on developing its business and establishing closer connections with its customers and consumers.
Over the past five years, Capri Sun has successfully taken control of sales and distribution in Switzerland, Austria, the Middle East, China, and most recently Poland. This decision has allowed the company to fully commit to its mission of becoming the most sustainable kids’ drink in the world. To prepare for this transition, Capri Sun has hired 70 new employees who will play a crucial role.
March 2024 marks the beginning of the transition process, during which Capri Sun will shift its operations internally. The company aims to invest €42 million ($46 million) in 2024 to support the launch of recyclable pouches, develop low-sugar products, and maintain an unwavering commitment to driving innovation in the industry.
Capri Sun Group Holding AG, owned by Hans-Peter Wild, comprises the renowned beverage pouch brand Capri-Sun, which has been dominating the market since its launch in 1969. With an impressive global presence, selling over 6 billion pouches in more than 100 countries annually, the company has achieved sales of €1.2 billion ($1.32 billion) according to Euromonitor data.
Capri-Sun distinguishes itself by adhering to WHO guidelines and delivering low/no added sugar versions of its beverages. Additionally, the company has explored new formats like syrups in 100% R-PET bottles and even introduced a sparkling Capri-Sun “Bubbles” variant. What sets Capri-Sun apart is its commitment to creating products that are free from artificial flavors, colors, or preservatives.
Roland Weening, CEO of Capri Sun Group Holding AG, expressed gratitude towards Coca-Cola European Partners (CCEP), their partner of over a decade, and stated that both companies have mutually agreed to focus on their respective brands in the future. Capri Sun aspires to maintain its status as a global family favorite and continues to work towards its vision of becoming the most sustainable kids’ drink worldwide. As part of this vision, Capri Sun plans to invest an additional €42 million ($46 million) in 2024 to support sustainability initiatives and the upcoming transition.
While CCEP and Capri Sun will continue collaborating on their 2023 business and growth plans, the transition will commence in March 2024 with varying cut-over dates per market. However, CCEP will continue to co-pack Capri-Sun in Great Britain for the GB market until the end of 2024.
In conclusion, Capri Sun Group’s decision to bring sales and distribution back in-house is a strategic move aimed at achieving closer customer relationships and accelerated growth. By embracing a “go-direct” approach, Capri Sun can adapt more effectively in a rapidly evolving food and beverage industry. With the launch of recyclable pouches, low-sugar products, and sustained innovation, Capri Sun is committed to maintaining its position as the leading kids’ drink brand worldwide.
