• No added sugar Multivitamin Squash to meet shopper demand for functional benefits
  • Two variants available in fully-recyclable packs made from 100% recycled plastic
  • Launch supported by a £3m consumer marketing campaign, including a new TV ad airing from 12th April

Coca-Cola European Partners (CCEP) has announced the launch of Capri-Sun Multivitamin Squash to the wholesale and convenience channel – an exciting first for the no.1 kids drinks brand in grocery and convenience[1].

Consistent with the rest of the Capri-Sun portfolio, the new Multivitamin Squash range contains no artificial colours or flavours, or added sugar and is enhanced with vitamins. Available now, Capri-Sun Multivitamin Squash comes in Orange and Apple & Blackcurrant variants – the best-selling flavours in the category[2] – in fully recyclable, 1L packs made from 100% recycled plastic (rPET)[3].

The Apple & Blackcurrant variant contains vitamins B1, B3, B5, B6 and Biotin, which contribute to reduction of tiredness and fatigue, to the normal function of the immune and nervous systems, and to normal mental performance and psychological function. The Orange variant is also enhanced with vitamins B1, B3, B6 and Biotin, and contains Vitamin C support a healthy immune system[4].

These benefits – as well as the range’s suitability for vegans and real fruit juice content – are clearly communicated on-pack, to help shoppers navigate the fixture and make confident purchases.

As part of Capri-Sun’s multimillion-pound investment in the brand this year, the new range will benefit from a £3million above the line campaign to raise consumer awareness and help drive sales. The playful TV advert will see Capri-Sun’s mascot unveil Capri-Sun Multivitamin Squash to viewers from 12th April and will run across the summer on social media, broadcaster video on demand (BVOD) and VOD.

Simon Harrison, Vice President, Commercial Development at CCEP GB, said: “Squash is a large and growing segment within soft drinks[5], and as well as accounting for 25% of drinks occasions among children[6], it appeals to adults too.

“Capri-Sun’s success in Juice Drinks is largely down to the way we’ve addressed potential barriers to purchase by reformulating our recipes, and by communicating the benefits of our products to shoppers. This puts us in a strong position to do the same in Squash, with a new range of no added sugar products that deliver added functionality, without any artificial colours or flavours. The packaging is also made from 100% recycled plastic, tapping into sustainability as another important factor in consumers’ buying decisions[7].

“Moving into Squash is a natural progression for Capri-Sun, and with research having revealed a purchase intention of 74% among GB consumers[8], we’re confident it’s going to be a success – especially as the rise in home-based consumption occasions means Squash is relevant to more people, more often.”

[1] Nielsen MAT Value Total Cov Ex Discounters w/e: 26.12.20

[2] Nielsen, Grocery Multiples, MAT to 16.05.20

[3] Bottle made from 100% recycled plastic.

[4] To be consumed as part of a varied and balanced diet and a healthy lifestyle

[5] Nielsen Total coverage incl. discounters MAT val we 26.12.20

[6] Kantar I Worldpanel Division I Usage Panel I IH/CO I 52 w/e 23 Feb 2020

[7] IGD ShopperVista; Base: 532 shoppers, 1-14th March, 377 shoppers 15th-21st March, 147 shoppers 22-28th March’20, 247 shoppers 29th Mar-4th April’20, 285 shoppers 5-11’Apr’20

[8] Quantitative concept test, March 2020, N = 200

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