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Capri-Sun, the popular lunchbox juice, has launched an innovative new product that can be stocked in English schools due to its ‘all natural' formulation, based on 75 per cent juice and 25 per cent water. Available from this month, Capri-Sun Fruit Rush comes in two refreshing flavours: Orchard Fruits and Tropical Fruits.
The Capri-Sun brand is worth £72 million and currently maintaining impressive all round volume (+24 per cent) and value (+34 per cent) growth. This is driven by the success of its 330ml Juice drink pouch which has delivered over 10.4 million packs in the UK since its launch in April last year.
New Capri-Sun Fruit Rush is also in 330ml resealable pouches and has been formulated to contain only natural ingredients, fruit juice and water, and therefore adheres to the recent Education Legislation laws. With 75 per cent juice, it counts as one of five recommended fruit portions a day.
Caroline Philiponnet, Senior Brand Manager at Coca-Cola Enterprises (CCE) explains: "We expect the launch of ‘Capri-Sun' Fruit Rush to drive further growth for Capri-Sun as extensive consumer tests revealed a high purchase intention, with 80 per cent of those asked stating they loved the taste and would choose to buy the product at least a couple of times a week . Following this positive feedback, Capri-Sun Fruit Rush should be a hit with all ages."
1 AC Nielsen MAT to w/e 01.03.08
2 CCE Margin Minder - 21st Feb 07
3 Marketing Science Taste Test July 2007
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