Capri-Sun launches Zero added sugar range in UK

Capri-Sun, leading kids' drink brand in the UK, has launched its lowest sugar product to date – Capri-Sun Zero added sugar.

Available in 200ml pouches, in popular flavours including Orange, Blackcurrant & Apple and Jungle Drink, the new Zero range is formulated to contain between just 0.5g and 0.6g of sugar per 100ml – delivering nearly 90 per cent less sugar than Capri-Sun’s original formula, which has also been reduced in line with HFSS guidelines.

The new Zero range contains only trace amounts of naturally occurring sugars from fruit juices – Capri-Sun’s core ingredient alongside water – and has been enhanced using low-calorie sweetener sucralose. In line with the wider Capri-Sun range, Zero added sugar is made using no artificial colours, preservatives or flavours.

Tapping into the growing demand for low-and-no sugar drinks options, the new product has been developed to offer consumers a reduced sugar option, without compromising on the iconic Capri-Sun taste.

“We’re excited to bring our new Zero range to the UK. We know consumers are increasingly shopping for products that help them make healthier lifestyle choices, including switching to options with less sugar – a trend that is particularly prevalent among parents. Our new Zero added sugar range has been designed to meet this demand and offer parents greater choice when it comes to shopping for their families,” Anke von Hanstein, senior marketing manager at Capri-Sun UK, said.

“We also know that taste is one of the most important purchase drivers in the category. That’s why we’ve focused on creating a product that is low in sugar, but still has the unmistakable Capri-Sun taste, bringing smiles to children across the UK.”

The new range is available now in Sainsbury’s and Morrison’s stores across the UK. It will roll out to Tesco and other major retailers nationwide from November.

To support the rollout, Capri Sun will run dedicated digital and social advertising, followed by an ATL campaign from March.