Capri Sun Honors—And Pokes Fun At—Your Childhood With New Packaging
Image via The Kraft Heinz Company
Capri Sun, the instantly recognizable brand synonymous with childhood juice boxes, is growing up alongside its longtime fan base with a quirky new look. Fret not; the signature foil pouches are here to stay. To quench the thirst of those who desire larger portions, though, the brand has introduced a multi-serve bottle—all while satisfying adults who still crave a taste of nostalgia.
In a clever twist that acknowledges the iconic status of the pouch, the new bottle—called the Big Jug—doesn’t stray far from its roots. Its label is prominently plastered with an image of the Capri Sun pouch (kind of like those bikini body cover-up t-shirts), a tongue-in-cheek nod to the brand’s heritage.
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The brand recognizes that the entire foil pack is just as distinctive as its logo and name. Why not put the packet on a packet?
Kraft Heinz, the company behind Capri Sun, made the announcement after its call center received a significant number of requests (76% between 2020 and 2023) for a bigger option. The new 96-ounce Capri Sun Big Jugs hold the equivalent of 32 pouches, ideal for families or those seeking a more economical option.
“With this larger format, everyone, including kids at heart, can bring a piece of their epic childhood to parties, summer gatherings, and even dinnertime at home,” shares Jordan Mann, senior brand manager at Capri Sun. “We’re now able to delight those fans that grew up on Capri Sun with an offering that suits their needs.”
Mann continues: “They’ve outgrown the serving size of the pouch, but not their love for Capri Sun.”
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[via Fast Company, Plastics Today, The Kraft Heinz Company, cover image via The Kraft Heinz Company]
