Coca-Cola European Partners (CCEP) has launched Capri-Sun Multivitamin Squash to the wholesale and convenience channel.
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.
It is available in Orange and Apple & Blackcurrant variants – the best-selling flavours in the category – in recyclable, 1 litre packs made from 100% recycled plastic (rPET).
As part of Capri-Sun’s multimillion-pound investment in the brand this year, the new range will benefit from a £3m above the line campaign to raise consumer awareness and help drive sales.
The TV advert will see Capri-Sun’s mascot unveil Capri-Sun Multivitamin Squash to viewers from 12 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, and as well as accounting for 25% of drinks occasions among children, 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.
“Moving into Squash is a natural progression for Capri-Sun, and with research having revealed a purchase intention of 74% among GB consumers, 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.”