Capri-Sun is reigniting excitement in the kids’ juice category with the launch of its new 20-pouch ‘Party Pack’. The bold new format delivers bigger packs, better value, and built-in fun, making it easier for parents to stock up for kids’ parties, playdates and family gatherings. This launch represents the drink brand’s ambition to bring fun back to the kids’ juice aisle. While parents look for value, the brand recognizes that children are looking for excitement.
In the new Party Pack, each pouch has been reimagined to extend the experience beyond refreshment:
- A dedicated name field on the front allows children to personalise their pouch, helping avoid mix-ups at parties.
- Multiple colourful characters encourage choice, collectability and excitement.
- 14 interactive games featured across the back of packs, including classics such as Noughts & Crosses and I-Spy bring added play value and extend fun beyond the drink itself.
- Flavours included: Orange Core, Tropical Core, Orange Zero & Jungle Zero.
The launch of the new Capri-Sun Party Pack marks more than just the arrival of a larger multipack on shelves. It represents a deliberate strategic step in Capri-Sun’s broader ambition to reignite growth in the kids’ juice drinks category.
Over recent years, the category has increasingly shifted towards being functional and price with less focus on the emotional moments that originally made juice drinks such an important part of childhood. Capri-Sun believes there is an opportunity to change that.
The concept was developed based on category and consumer analysis, looking closely at how families are shopping, celebrating and spending today.
The insights were clear:
- Families are increasingly buying in larger formats
- Parents are looking for convenient solutions that simplify hosting while still delivering excitement for kids
- The category has an opportunity to move beyond purely functional purchase drivers and reconnect with moments of fun and sharing
The Capri-Sun Party Pack responds directly to these behaviours by offering a format designed specifically for group occasions and celebrations. With its larger format and playful design, the Party Pack makes Capri-Sun an easy choice for parents planning kids’ parties or stocking up for gatherings. “By combining a 20-pack format with playful, interactive packaging, we’re giving retailers a standout format that delivers on both value and excitement,” says Capri-Sun‘s brand manager.
As juice drinks return to a prominent role in celebrations, not solely in lunchboxes, the entire category stands to benefit.
The Party Pack will roll out nationwide with a RRP of a £6 EDLP in the following retailers: Asda, Sainsbury’s, Heron, Poundland, Morrisons, Iceland, Waitrose, TJ Morris, B&M, Farmfoods, Foodservice (Brakes and Bidfood)
