Wondering why, after years of dominating this kids’ space, Capri Sun would reformulate, getting rid of high-fructose corn syrup, updating its design and plowing cash into marketing? Ok, wondering why it would do that for a reason BESIDES the obvious need to dazzle on performance in order to save headcount during its upcoming merger with HJ Heinz? Try the fact that the category features competition on all sides and leaders Capri Sun, Kool Aid and Hi-C are all faltering. Here’s where the healthier lifestyle transition again manifests: Honest Kids, O.N.E., Vita Coco, are all on their way up. The organic babies are growing up, and they’re taking next-gen products to school with them.
Aseptic Juice Drinks
SOURCE: IRI, a Chicago-based market research firm (@iriworldwide)
52 Weeks through 4/19/15