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Kraft aims new Capri Sun ‘secret weapon’ at kids market

By Ben Bouckley , 23-May-2012
Last updated the 23-May-2012 at 15:41 GMT

Kraft Foods yesterday launched a new fortified Capri Sun variety designed to help US parents feed children fruit and vegetables, and has also rolled-out a larger-sized reclosable pouch for existing lines.

Capri Sun Super V is a new  RTD fruit and vegetable drink (75% fruit, 25% vegetables) that comes in three different flavours: Fruit Punch, Berry, Apple.

The drink is also fortified to contain fibre, with each 6oz (177ml) pouch containing one combined serving of fruits and vegetables, and will be available nationwide in the States from this month, with a suggested retail price of $3.48 for 10 pouches.

Kraft cited US Dietary Guidelines recommending four servings of fruit and five servings of vegetables per day for a 2,000 calorie diet, but said that less than 50% of children in the US were eating those recommended amounts.

Wilfred de Guzman, Brand Manager, Capri Sun, said: "We heard from moms that they were constantly in search of fun and delicious ways to get their kids to eat fruits and vegetables."

He added that Super V had no artificial colors, flavors or preservatives and was a good source of antioxidant vitamins A, C and E.

Another new Capri Sun launch this month is the so-called ‘Big Pouch’ (pictured left); a 11.2oz pouch with a newly designed reclosable top.

Kraft also rolled-out a low-calorie Capri Sun variety Roarin’ Waters in February.