CCE Refreshes 'Capri-Sun' and Launches New Flavours

Tuesday, July 31, 2007

Coca-Cola Enterprises Limited (CCE) is re-launching its 'Capri-Sun' 330ml range in the UK off-trade this August. 'Capri-Sun', the fun drink for children, has been re-formulated and now contains 20% more juice and 3% less sugar. Two new flavours - 'Capri-Sun' Orange & Tropical and 'Capri-Sun' Apple & Blackcurrant - have been added to the range and all 'Capri-Sun' variants will be given a packaging re-fresh. The new packaging will be resealable, with a modern, more natural look. The new design has larger branding and images of real fruit, for better on-shelf standout.

Since the launch of 'Capri-Sun' 330ml Orange and 'Capri-Sun' 330ml Tropical in April, 'Capri-Sun' has become a top ten selling  single juice & juice drink brand. Apple and Blackcurrant are popular juice & juice drink flavours, with the combined flavours showing the highest growth in the last two years.  Orange is still the biggest selling juice & juice drink flavour in volume at 40%, and both new flavours are expected to attract new consumers to the range.

The resealable packaging is also sure to be a hit with consumers, who can carry the drink with them all day - handy for small children who may be unlikely to consume the drink in one sitting.

Anita Huntley, Head of Marketing at CCE, comments:
"With artificial ingredients such as sweeteners being banned from school menus, 'natural' is becoming a key trend and is the number two consideration amongst consumers when purchasing soft drinks.  As a responsible soft drinks company we have reformulated the fun drink for children to contain 3% less sugar, 20% more juice and no artificial ingredients. 'Capri-Sun' is maintaining impressive all round volume (+11.7%) and value (+22%) growth  and 10.4 million packs of 330ml have been delivered to the UK  since the 330ml launch in April. By offering new flavours, a modernised pack design for increased on-shelf impact and reformulation with no artificial ingredients, we expect to drive further growth for 'Capri-Sun.'"

'Capri-Sun' should be merchandised near other lunchbox items where possible. It can also be sited in chillers and other key impulse points in the store. Specific point of sale is available for 'Capri-Sun' and the re-launch will be supported with advertising, PR, online activity, in-store visibility and trail primarily aimed at Mum's. The MSSP of 'Capri-Sun' 330ml Orange & Tropical and 'Capri-Sun' 330ml Apple & Blackcurrant is £0.81, in line with 'Capri-Sun' 330ml Orange.

Notes to editors

• 'Capri-Sun' is a registered trade mark of WILD, Heidelberg, Germany.

For further information please contact:
Kat Miller - Kat@mercieca.co.uk 020 7485 0100
Katrina Ward - Katrina@mercieca.co.uk 07919 924 443
Frankie Mercieca - Frankie@mercieca.co.uk 020 7485 8584