Growing market for fruit juices
Capri-Sun now available in India
The world’s number one kids’ beverage brand is extending its international family by adding a promising new member: India.
Working together with its Indian licensee partner SDU Beverages, Capri-Sun has developed four distinct flavors for India. The unique stand-up pouch with an attached straw will definitely be a highlight on the shelf.
Capri-Sun, based in Heidelberg - near Karlsruhe - considers India to be a market with tremendous growth potential: With a population of over 1.2 billion people and a gross domestic product of 1.8 trillion USD, the country has a population growth rate of 1.3 percent. “Our vision is to bring joy and smiling faces to all kids around the world with Capri-Sun. Now, we have the opportunity to spread the fun and great taste of our product in the Indian market in which almost one third are children under 15 years of age. We are proud to launch with Capri-Sun the first all-natural fruit juice beverage drink in India which is specifically addressing the needs and desires of children”, says Carsten Kaisig, CEO of Capri-Sun: “We are convinced that both Indian kids and mums will love Capri-Sun, representing the highest quality product and great taste for more than 40 years.”
In India, Capri-Sun is placing its trust in its Indian production and marketing partner SDU Beverages. With the brands Kingfisher Water, Kingfisher Soda and RC Cola, SDU Beverages has been manufacturing and marketing large beverage brands in India for many years. The producer can put its many years of local know-how in the Indian beverages sector and its closely integrated sales network to best use here. Capri-Sun will be manufactured locally in a new facility in Hyderabad, India, by the licensee SDU Beverages. “We are very enthusiastic about the partnership with Capri-Sun and cannot wait to bring this global success to India”, said Kishore Agarwal, Owner and Managing Director of SDU Beverages. All start-up raw materials will be supplied by WILD, the leading producer of natural ingredients for the beverages industry, and the pouch-filling lines will be supplied by WILD-INDAG, the world market leader in pouch technology. The empty stand-up pouches will be filled and packed directly at the production facility, guaranteeing a constant level of quality for all Capri-Sun products.
Top marks for great taste
Kids all over the world love the unique taste of Capri-Sun. As taste preferences vary from one country to another, Capri-Sun produces special versions for each country tailored to suit the local preferences. Together with its partner SDU Beverages, Capri-Sun has developed four different flavors for India: Mango, Orange, Apple, and Mixed Fruit. A local study showed that all flavors score top marks when it comes to overall opinion.
The market launch of Capri-Sun in the top nine Indian cities will be accompanied by several marketing initiatives. In the pre-launch phase, emphasis is placed on drawing consumers’ attention towards Capri-Sun by establishing brand awareness using a selected range of proficient communication channels. The launch will be accompanied by distribution initiatives in order to tap the massive traditional trade channel, print and PR-centric activities, product sampling within different channels and many online initiatives. Through these activities, Capri-Sun will regularly invite both parents and their children to try this great new product and experience the brand.
About Capri-Sun: The brand originated in Germany, where the fruit drink was launched in 1969. Today, Capri-Sun is available in many different flavors and in more than 110 countries. Regular international standard quality controls ensure consistently high quality. The unique packaging comes in three versions: the classic 200 ml pouch with straw and 250 ml and 330 ml resealable pouches with spouts. In 2013, around 6 billion pouches were sold worldwide, with a total retail sales value for the brand of close to 2 billion USD including sales by distributors,