Leading kids drink brand Capri Sun has announced that it will take back the sales and distribution of its iconic pouch drinks in France, Monaco, Great Britain, Netherlands, Belgium, Luxemburg, Sweden, Spain, and Portugal in 2024, bringing to an end the sales and distribution arrangement with Coca-Cola Europacific Partners (CCEP).
The decision was taken jointly and supports the strategy of Capri Sun Group to be closer to its customers and consumers, the wish to accelerate growth, and the vision of the company to become the most sustainable kids’ drink in the world, the business said.
The strategy to be closer to the market started around five years ago, by taking the sales and distribution back in-house in Switzerland, Austria, the Middle East, China, and most recently Poland. This so-called ‘go-direct’ strategy enables the Capri Sun Group to be more agile and responsive in a fast-changing environment and allows a full focus on developing the Capri Sun business.
Capri Sun has recruited 70 new employees, who will now focus on preparing for the transition, which will begin in March 2024.
“CCEP has been a terrific partner for more than a decade, and we are grateful for the successful cooperation over the years. We have concluded on both sides that the future needs both companies to focus on their own brands. We are a privately owned company and as a global family favorite since 1969, are fully committed to reaching our vision to become the most sustainable kids’ drink in the world,” Roland Weening, chief executive of Capri Sun Group Holding AG, explained.
“We are planning the launch of recyclable pouches as well as more low-sugar products, and we will continue to drive innovation further. We will invest an additional €42m in 2024 to support these initiatives and the transition. This will accelerate our growth and bring even more carefree fun and smiles for generations to come!”
CCEP and Capri Sun will continue to work closely together to support customers, both to deliver on 2023 business and growth plans and throughout the transition next year. The process will begin in March 2024, with different cut-over dates per market. CCEP will continue to co-pack Capri-Sun in Great Britain for the GB market to the end of 2024.