$2bn brand Capri-Sun: Mexico offers ‘enormous growth potential’


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Capri Sun and Jumex are seeking to establish the brand as a key Mexican player within two years
Capri Sun and Jumex are seeking to establish the brand as a key Mexican player within two years

Related tags Capri sun Juice

Swiss headquartered juice drinks brand Capri Sun says it is seeking to become a key player in the Mexican market after inking a licensing agreement with native beverage manufacturer Grupo Jumex.

The $2bn brand notes that children comprise nearly one third of Mexico’s total population “offering enormous growth potential for Capri Sun”.

Mexican consumers prefer sweeter flavors than in Germany, Capri Sun says, while it chose to launch using four flavor varieties: Apple; Mango; Safari Fruits (Orange, Lemon, Pineapple); Super-Kids (Apple, Blueberry, Pomegranate).

“Unlike other fruit juice drinks, Capri-Sun is deliberately positioned as a beverage developed especially for active kids. The positioning as a high quality product made from natural ingredients and with no preservatives should convince even sceptical mothers,”​ the brand says in a statement.

Descirbing Jumex as one of the best-known Mexican juice producers, with enormous expertise in fruit juices, Capri-Sun said it would benefit from the firm’s trust among the country’s consumers and marketing expertises vis-à-vis children.

With per capita consumption of non-alcoholic drinks 635+ liters in Mexico, Capri Sun says competition is fierce, but claims its 200ml stand-up pouch sets it aside from the opposition “on external appearance alone”.

“Well-known in many parts of the world, and very popular among children, in Mexico the new and unique packaging is sure to draw attention on supermarket shelves,”​ the brand adds.

Capri-Sun says its sister company, WILD-INDAG supplied Jumex with a filling line for pouches and onsite support, while Capri-Sun supplies empty pouches for use with the system.

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