Kraft Heinz is reintroducing single-serve bottles for its Capri Sun juice brand for the first time in two decades. The 12-ounce resealable bottles, which hold the equivalent of two traditional pouches, will be available at convenience stores, grocery stores, and vending machines nationwide. Despite this new format, Kraft Heinz confirmed that the popular pouch version of Capri Sun will remain on shelves.
The company is primarily targeting convenience store shoppers, where impulse purchases of beverages for immediate consumption are a significant driver of sales. According to Kraft Heinz, parents purchase beverages for their children more than half the time they visit convenience stores, making the new bottle format an appealing option for families on the go.
The move reflects a broader trend among beverage brands toward increased portability. Last September, Nestlé’s Nespresso introduced its first ready-to-drink coffee in the U.S., aiming to capitalize on the growing demand for convenient, on-the-go beverages.
In addition to its spill-resistant design, the larger bottle size enhances Capri Sun’s accessibility for consumers who may not always have easy access to a beverage purchase opportunity. The bottles will be available in Capri Sun’s most popular flavors: Fruit Punch, Pacific Cooler, and Strawberry Kiwi.
“The launch of Capri Sun Bottles underscores our commitment to innovation by introducing a new format that meets the evolving needs of today’s families on the go,” said Kristina Hannant, Capri Sun’s director of marketing. “This reflects our strategy to meet our consumers where they are while bringing the same taste and quality they love.”
Kraft Heinz has been focusing on packaging innovation to drive Capri Sun’s growth. In 2024, the company introduced 96-ounce multi-serve bottles in response to consumer demand for larger sizes. In 2022, it also reduced sweetener levels by an average of 40%, addressing parents’ concerns about their children’s sugar intake.