Capri Sun

What Capri Sun does

Capri Sun AG is a privately held German-Swiss packaged beverage company founded in 1969 by Rudolf Wild, headquartered in Zug, Switzerland with primary production in Eppelheim, Germany, and still owned by the Wild family. The company manufactures and sells fruit-flavored juice drinks and related beverages in its proprietary flexible foil pouch format under the globally recognized Capri Sun brand, with products distributed in over 100 countries through 24 production facilities and approximately 1,000 employees. The product portfolio spans the flagship 200ml and 330ml pouches, the Capri Sun Zero zero-sugar line launched in 2024, the Capri Sun Hydrate kids' electrolyte drink launched in 2026, dilutables/squashes and syrups, the Capri Sun & Bubbles sparkling variant, and limited-edition flavor drops tied to cultural events.

The company's competitive position rests on a vertically integrated operation: in-house subsidiary Pouch Partners GmbH manufactures the proprietary pouch-filling equipment, the aseptic filling process (above 80°C) enables preservation without artificial preservatives, and the recently certified recyclable single-material pouch addresses EU sustainability regulation. Capri Sun holds over 40% market share in the global kids' beverage category and $500M+ in annual kids' beverage sales; in the United States, the brand is licensed to Kraft Heinz, which acquired it in 1991 for approximately $130 million and where it now represents 80% of Kraft Heinz's beverage division operating income. Revenue is generated through one-time consumer product sales across grocery, mass retail (Walmart, Target), convenience, e-commerce (Amazon), and licensed regional production, with pricing varying by format and market.

Name

Capri Sun

Legal name

Capri Sun AG

Website

https://capri-sun.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Capri Sun AG is a privately held German-Swiss packaged beverage company that manufactures and sells fruit-flavored juice drinks, dilutables, sparkling beverages, and a new kids' electrolyte drink in its iconic flexible foil pouch format. The company sells in over 100 countries, holds over 40% global market share in kids' beverages, and is licensed to Kraft Heinz for the US market.

Ownership category

akta.pro rank

Product category

Children's Fruit Juice Beverages

NAICS

Soft Drink Manufacturing (312111), Plastics Bag and Pouch Manufacturing (326111)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Juice & Nectar Production (Including Juice Drinks) (AFAFABAC)

akta.pro secondary industries

Baby Drinks (Juices, Waters, Electrolyte/Oral Rehydration Solutions) (CRADAEAH), Juice Concentrates & Fruit Bases (AFAFAGAB)

Keywords

• Fruit juice drinks
• Kids beverages
• Flexible pouch packaging
• Electrolyte drinks
• Juice concentrates

Headquarters

HQ city

Eppelheim

HQ country

Germany

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consumer Product Sales: Capri Sun generates revenue through direct sales of its juice pouch products to consumers via retail channels (grocery stores, convenience stores) and e-commerce platforms. Products include original pouches (200ml, 330ml), Capri Sun Hydrate electrolyte drinks, Zero sugar line, and syrups/squashes.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Capri Sun manufactures and sells fruit juice and electrolyte beverages in its signature flexible foil pouch format for children and families worldwide. The portfolio spans original juice pouches (200ml, 330ml), sugar-free Capri Sun Zero, kids' electrolyte drink Capri Sun Hydrate, dilutable squashes/syrups, and sparkling Bubbles variants, distributed across 100+ countries through mass retail, convenience, and e-commerce channels.

Product overview

Capri Sun Group produces a portfolio of fruit juice drinks primarily in pouch format, anchored by the iconic Capri Sun Original 200ml pouch. The core portfolio includes the 330ml reclosable pouch, the newer Capri Sun Zero (sugar-free line using Stevia), and the 2026 entry into functional beverages with Capri Sun Hydrate (electrolyte drink for kids). Additional products include concentrated formats (Squash/Dilutables and Syrups that make 10L and 6L respectively when diluted), the sparkling Capri Sun & Bubbles line, and limited edition flavors like Blood Moon Punch and Capri Sun Island. All products emphasize natural ingredients with no artificial colors, flavors, or preservatives, and the brand is licensed to Kraft Heinz for the US market. The company operates 24 production facilities globally and sells in over 100 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Capri Sun Zero: Zero sugar product line launched in 2024, offering the original Capri-Sun taste with zero added sugar using natural sweeteners from stevia and natural fruit sugars.
• Capri Sun Hydrate
• Capri Sun Multivitamin Squash
• Capri Sun Syrup + Vitamins
• Capri Sun & Bubbles

Products and services

• Capri Sun Original 200ml Pouch The flagship 200ml foil-pouch fruit juice drink that made the brand famous since 1969. Contains approximately 10% fruit juice, no artificial colors, flavors, or preservatives. Available in multiple flavors including Multivitamin, Mystic Dragon, Safari Fruits, and Orange. Targeted at children for lunchbox, school, and on-the-go consumption.
• Capri Sun 330ml Reclosable Pouch Larger 330ml pouch with a reclosable cap, offering the same classic Capri Sun taste in a convenient portable format for on-the-go consumption. Designed for consumers who want a single-serve larger portion that can be partially consumed and resealed.
• Capri Sun Zero Sugar-free product line containing only natural fruit sugars and low-calorie Stevia sweeteners, offering zero added sugar while maintaining the original Capri Sun taste. Targeted at parents seeking to reduce children's sugar intake and at adults preferring lower-sugar options.
• Capri Sun Hydrate Capri Sun's first electrolyte drink, specifically designed for children and marking entry into the sports-drink category. Contains 50% less sugar than leading regular sports drinks, includes Vitamin E, and uses no artificial flavors, colors, or preservatives. Available in Fruit Punch, Tropical Punch, and Lemon Lime flavors. Priced at $3.49 per carton at US launch.
• Capri Sun Squash / Dilutables Concentrated squash format sold in 1L bottles that yield 10L of finished drink when diluted with water. First launched in the UK in 2021 with two flavors, targeting value-oriented households and families who want flexible portioning.
• Capri Sun Syrup + Vitamins Vitamin-fortified syrup in 600ml bottles yielding 6L of finished drink when mixed with water. Launched in 2022 across five countries in five vitamin-rich flavors, providing fortified nutrition in an economical concentrated form.
• Capri Sun & Bubbles Sparkling beverage line launched in 2019 in two refreshing flavors, offering a carbonated alternative to the still Capri Sun juice portfolio for older kids and family occasions.
• Capri Sun Blood Moon Punch (Limited Edition) Limited edition Blood Moon Punch flavor launched in February 2026 to coincide with the rare Blood Moon on March 3 and NASA's Artemis II crewed lunar mission. Became a top seller matching classic flavors. Aimed at nostalgic adult consumers and event-driven promotional campaigns.
• Capri Sun Island (Limited Edition) Limited edition product line featuring special island-themed branding and flavors, targeted at promotional and seasonal consumer engagement.

Quantifiable outcome

• 40%+ market share in kids' beverage category maintained for decades
• +3 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor, strategic and core.

• NestléminorGTM or Marketing Partner · 19 June 2026Nestlé supported the SOLOCharity Race 2026 by providing starter kit goods for the charity event benefiting families of seriously ill children at Ronald McDonald Houses in Germany.
• Schwartauer WerkeminorGTM or Marketing Partner · 19 June 2026Schwartauer Werke supported the SOLOCharity Race 2026 charity event as a corporate partner providing starter kit goods.
• SebamedminorGTM or Marketing Partner · 19 June 2026Sebamed supported the SOLOCharity Race 2026 charity event as a corporate partner providing starter kit goods.
• Lease a BikeminorGTM or Marketing Partner · 19 June 2026Lease a Bike supported the SOLOCharity Race 2026 charity event by providing a giveaway e-bike as a prize.
• War ChildstrategicStrategic or Co-development Partner · 1 January 2023Since 2023, Capri Sun has partnered with War Child to support children in need. This is a strategic charitable partnership focused on supporting children affected by conflict.
• Kraft HeinzcoreOEM/ Whitelabel/ Licensing Partner · 1 January 1991Kraft Heinz acquired Capri Sun in 1991 for approximately $130 million and licenses the brand for production and distribution in the US market. Capri Sun represents 80% of Kraft Heinz's beverage division operating income. This is the primary licensing partnership enabling Capri Sun's US market presence.
• Pouch Partners GmbHcoreTechnology or IntegrationPouch Partners GmbH is an in-house machine manufacturer located in Eppelheim, Germany, that produces the specialized manufacturing equipment for Capri Sun's iconic pouches. This vertical integration ensures proprietary manufacturing capabilities.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sunny D: Sunny D (Sunny Delight) is a fruit-flavored drink positioned squarely in the kids' beverage category alongside Capri Sun. It targets the same parent-child consumer segment with portable, sweet, fruit-based drinks and competes for the same retail shelf space in the US.
• Hawaiian Punch: Hawaiian Punch is a fruit-flavored drink brand owned by Keurig Dr Pepper, targeting children and families with sweet fruit drinks. It competes with Capri Sun in the same kids' beverage category across grocery and convenience retail channels.
• Juicy Juice: Juicy Juice is a 100% fruit juice brand focused on children, sold in pouches, boxes, and bottles. It competes head-to-head with Capri Sun for the same parental buyers seeking convenient, kid-friendly beverages.
• Hi-C: Hi-C is a fruit-flavored drink brand historically owned by The Coca-Cola Company, directly competing with Capri Sun in the kids' juice drink segment. It is sold in similar pouch, box, and bottle formats targeting children and families.
• Kool-Aid: Kool-Aid is a powdered soft drink brand owned by Kraft Heinz that competes directly with Capri Sun in the kids' beverage category. It shares a similar target demographic (children/families), is sold through identical retail channels, and benefits from the same Kraft Heinz distribution infrastructure that licenses Capri Sun in the US.

Broad incumbents

• Ocean Spray: Ocean Spray is a broad-appeal fruit juice and cranberry beverage cooperative with kid-oriented juice products. While its portfolio extends across adult and family consumers, its juice drinks and juice pouches compete with Capri Sun in the same retail aisles.
• Minute Maid (Kids): Minute Maid is The Coca-Cola Company's broad juice and juice-drink portfolio with products overlapping Capri Sun's category. While not exclusively focused on kids, its juice boxes and kid-oriented offerings compete directly with Capri Sun in retail and foodservice.
• Welch's: Welch's is a grape and fruit juice brand with a broad portfolio spanning juices, jams, and snacks. Its juice pouches and kid-targeted juice drinks compete with Capri Sun in the family/kids beverage segment.
• Gatorade (kids hydration): Gatorade, owned by PepsiCo, dominates the sports and hydration beverage category that Capri Sun Hydrate (2026 launch) is now entering. It is a critical competitive reference point as Capri Sun expands from juice drinks into functional electrolyte beverages.

Emerging players

• Bodyarmor: Bodyarmor is a sports and hydration beverage brand owned by Coca-Cola, with a portfolio that includes lower-sugar and kids-positioned products. It represents an emerging competitor in the functional hydration space that Capri Sun Hydrate will compete against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/caprisun
• LinkedInlinkedin.com/company/capri-sun
• Instagraminstagram.com/caprisun
• TikToktiktok.com/@caprisun

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Capri Sun