Switzerland-based Capri-Sun, one of the leading juice brands globally for kids has forayed in the Indian market in association with its Indian licensee partner, and market leaders in the non-alcoholic beverages space, SDU Beverages.
Capri-Sun’s range of juices for kids in the Indian market offers four flavours, mango, orange, apple and mixed fruit. The juices have shelf life of nine months and are priced at Rs 20 for a 200 ml stand up pouch with a straw.The Capri-Sun juices will be available in two types of packaging, individual pouches and pack of ten pouches, targetting both, on-the-go consumers as well as in-home consumption.
The brand claims to offer juices with no preservatives, artificial flavours, artificial sweeteners and artificial colours.
Capri-Sun claims that its stand up pouch is the first of its kind in this size in the market and will offer the brand, a competitive advantage. The patented pouch weighs 4.05 gm, and ensures the contents are protected from the effects of oxygen and sunlight at all times. Even with the minimal use of materials, the plastic and aluminium pouch foil ensures that the contents remain stable, hygienically safe and cool for much longer time than in other packaging formats.
SDU Beverages was incorporated in 2009 with the objective of being market leaders in the non-alcoholic beverages space. In 2010, SDU Beverages signed the franchise agreement with United Breweries to manufacture and distribute Kingfisher packaged drinking water and Kingfisher power soda.
Capri-Sun AG has its headquarters in Zug, Switzerland. It grants manufacturing licenses and distributes Capri-Sonne and Capri-Sun via its partners around the world. In 2013, around 6 billion pouches of Capri-Sun juices were sold worldwide, with a total retail sales value for the brand of close to 2 billion USD including sales by distributors