Coca-Cola Europacific Partners (CCEP) is adding to its Capri-Sun Multivitamin Squash range by introducing new double strength Orange, Summer Fruits and Tropical varieties.
Each 1l bottle contains 50 servings, double the number of previous iterations and is non-HFSS.
The bottles are also made with 100% recycled PET and are fully recyclable.
The move to double strength squash comes as it comprises 39% of the squash segment as shoppers seek more value.
Since launching in 2021, Capri-Sun Squash is worth more than £4m, achieving 67.2% value growth in the past 12 months.
Capri-Sun Multivitamin Squash launched
Pippa Collins, associate director, commercial development at CCEP GB, said: “Capri-Sun Multivitamin Squash is growing in popularity, using its number one kids’ juice drink brand status to tap into a soft drink segment that is increasingly enjoyed by the whole family.
“With more servings in each bottle, our new double strength option delivers on value for money and cuts down on packaging per serve, which we know are priorities for consumers at this time. We’re confident this will increase the appeal of Capri-Sun Multivitamin Squash and help retailers drive more sales in the growing squash category.”
The supplier will support the launch with a marketing campaign in March which will include on-demand, YouTube, social media, influencer campaigns and in-store.
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