Capri-Sun introduces squash with multivitamins range

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Coca-Cola European Partners (CCEP) has announced the launch of Capri-Sun Multivitamin Squash to the wholesale and convenience channel.

Consistent with the rest of the Capri-Sun portfolio, the new Multivitamin Squash range contains no artificial colours or flavours, or added sugar, and is enhanced with vitamins. Available now, Capri-Sun Multivitamin Squash comes in Orange and Apple & Blackcurrant variants in 1L packs made from 100% recycled and recyclable plastic (rPET).

The Apple & Blackcurrant variant contains vitamins B1, B3, B5, B6 and Biotin, which contribute to reduction of tiredness and fatigue, to the normal function of the immune and nervous systems, and to normal mental performance and psychological function. The Orange variant is also enhanced with vitamins B1, B3, B6 and Biotin, and contains Vitamin C support a healthy immune system.

As part of Capri-Sun’s multimillion-pound investment in the brand this year, the new range will benefit from a £3million above-the-line campaign, including a TV ad that will run across the summer on social media, broadcaster video on demand (BVOD) and VOD.

Simon Harrison, Vice President, Commercial Development at CCEP GB, said: “Squash is a large and growing segment within soft drinks, and as well as accounting for 25 per cent of drinks occasions among children, it appeals to adults too.

“Moving into Squash is a natural progression for Capri-Sun, and with research having revealed a purchase intention of 74% among GB consumers, we’re confident it’s going to be a success – especially as the rise in home-based consumption occasions means Squash is relevant to more people, more often.”