Capri-Sun: Mexico low sugar launches depend on consumer demand


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One of Capri Sun's new Mexican flavors
One of Capri Sun's new Mexican flavors
Capri-Sun says tells it will not rule out selling a low-calorie version of the drink in its latest market – Mexico – and says such product launches depend on local consumer demands.

Speaking to this publication after it inked a deal with beverage manufacturer Grupo Jumex to launch the drink in Mexico, the $2bn Swiss-headquartered brand said it had launched countless variations of Capri-Sun worldwide, but that it adapted its portfolio to meet local market needs.

Capri-Sun was replying to a question we asked regarding whether it would offer low-calorie or fiber-fortified versions of the soft drink, similar to those rolled out with Kraft Foods in the US from 2013.

Last week the company announced that its new Mexican portfolio was sweeter than Germany, for instance, to cater for local tastes, and we asked if this raised any health and wellness issues or risked deterring Mexican consumers?

Considering the competitive environment

“We are listening to our consumers and offering product they would like to have,” ​a spokesperson for the iconic pouch-packaged juice drinks brand said.

“We also have to consider our competitive environment when creating new recipes for our markets. In addition, compared to competitor brands, Capri-Sun is offering many activities supporting children to work out and to nourish themselves properly,”​ they added.

Asked why it took so long for Capri-Sun to enter the Mexican market – where the brand will partner Jumex to distribute drinks through retailers Bodega Aurrera, Walmart and Sorianba, as well as the traditional trade – the spokesperson pointed to Capri-Sun’s long-term market entry strategy.

“We consider not only the market potential of one individual market, but of all high potential markets. Combined with some internal objectives, we then choose which markets we enter first and where we will make Capri-Sun available for kids,” ​they said.

The spokesperson added: “It is also not easy to find the perfect partner as Capri-Sun claims high quality standards. This takes time.”

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