Capri-Sun

Capri-Sun (UK: /ˈkæpri/, US: /kəˈpriː/) is a brand of juice concentrate drinks based in Germany and Switzerland. Invented by Rudolf Wild, it was introduced in West Germany in 1969 by his company as Capri-Sonne (a name retired in favor of the English name in 2017). It is now sold in over 100 countries, with licensees including Kraft Foods in the United States (as Capri Sun)[lower-alpha 1] and Coca-Cola Europacific Partners in parts of Europe. As of 2016, roughly 7 billion pouches are sold per year,[1] making it one of few globally prominent soft drinks not originating from the United States.[2]

"Capri Sonne" redirects here. For the cycling team, see Capri Sonne (cycling team).

Capri-Sun
"Capri-Sun" in bubbly white letters with fuzzy yellow border
Primary logo
"Capri Sun" in sharp white letters with thin blue border
Logo used by Kraft
TypeJuice concentrate drink
ManufacturerWild, with regional licensees including Kraft and Coca-Cola Europacific Partners
Country of origin Germany
Introduced1969 (1969) (as Capri-Sonne)
FlavorVaries regionally
Websitecapri-sun.com/group/en/

Since its launch, Capri-Sun has been packaged in laminated foil vacuum Doy-N-Pack pouches, with which the brand has become strongly associated. In the United States, these pouches were innovative as the first single-serving fruit juice containers. The pouch design has stayed largely the same, but changes in some markets have included transparent bottoms and paper straws, while other container types have been introduced for some products. Capri-Sun is available in varying ranges of flavors in different countries, targeting different national flavor profiles. Globally, its best-known flavor is Orange.

Capri-Sun's main products are high in sugar content, although lower than many competitors. Characterizations of the juice drinks as "all-natural" have led to conflict in several countries between consumer advocates who highlight the high sugar content and low juice percentage, and Capri-Sun and its licensees, who in most cases have maintained that the term correctly describes the ingredients. In the United States, Capri Sun Inc.[lower-alpha 2] was owned by tobacco conglomerate Philip Morris Cos. (now Altria) from 1991 to 2007. Prohibited from selling tobacco to children, Philip Morris executives applied their experience to sugary drinks including Capri Sun, adding the pouches to Lunchables and advertising them through a "California cool" aesthetic. Kraft continued to use Philip Morris's techniques after it became independent in 2007.[3]

Capri Sun is one of the most favorably rated brands in the United States among Generation Z. About a third of American parents view the drink as healthy. In France, Capri-Sun has figured prominently in rap songs and has been noted as a drink of choice in poor areas. Disputes over sugar content, "all-natural" status, and marketing to children have led to two lawsuits in the United States (one of which led to the abandonment of "all-natural" for a time), the removal of Capri-Sun from Tesco shelves in the United Kingdom, and a negative award from Foodwatch for deceptive marketing to children.

History

Origins and global overview
Rudolf Wild in late middle age in a dark suit
Rudolf Wild

Rudolf Wild founded Rudolf Wild & Co. (better known as Wild) in 1931, in Heidelberg, Germany. After World War II, Rudolf Wild created Libella, which the Lexington Herald-Leader in 1998 described as "the first all-natural soda made with real fruit juice".[4] This led him to several new products, including Capri-Sonne,[5] which was developed in the 1960s.[6] Restrictions on color additives at the time in West Germany led to less visually appealing soft drinks, incentivizing opaque packaging.[7] Rudolf Wild & Co. engaged with Thimonnier, a French company that primarily manufactured sewing machines, for rights to use their patented pouch design and patented pouch-making machines.[8] According to Rudolf's son Hans-Peter Wild, Rudolf Wild & Co. did not obtain exclusive rights from Thimonnier, but rather by ordering all of the machines they made.[9] After initial issues with spoilage and stains were resolved,[2] the product debuted in West Germany in 1969.[10] The name references the Italian island of Capri due to its status as a vacation destination.[11]

Hans-Peter Wild in a black suit and glasses
Hans-Peter Wild

At the initiative of Hans-Peter Wild, champion boxer Muhammad Ali began promoting the brand in 1978; it was his first endorsement deal. SiSi-Werke, the Wild subsidiary responsible for Capri-Sonne, said that the deal included one crate of the product a week for four years. The endorsement—in which Ali said Capri-Sonne was, like him, "the greatest of all time"—led to a significant increase in sales.[12] By 1982, Capri-Sun was sold in 23 countries and the most popular fruit juice in 19 of them.[13] Availability rose to 52 countries by 1991.[14]

SiSi-Werke changed its name to Capri Sun GmbH in December 2018. Capri Sun GmbH is organized and headquartered in Germany and is a subsidiary of Swiss companies Capri Sun AG and Capri Sun Group Holding AG[lower-alpha 2] and German company Wild;[16] this makes it unusual in a largely American-led beverage industry.[2] Wild licenses the brand to different companies, which as of 2009 bottle Capri-Sun in 18 countries; Wild subsidiary INDAG supplies the various bottling plants.[2]

As of 2016, Capri-Sun sells an estimated 7 billion pouches per year globally.[1] As of 2009, Americans and Germans drink around 6 Capri-Sun pouches per year, while Réunion has the highest consumption at 9.6.[2] As of 2023, Forbes reports sales in more than 100 countries, netting roughly $500 million per year.[17]

1979–1991: Shasta Beverages

In 1979, Shasta Beverages (then a part of Consolidated Foods) began to license the drink from Wild in the United States under the name Capri Sun.[18] After promising test runs in Buffalo, New York, and Atlanta, Georgia,[19] Shasta began a rolling expansion, starting with the Midwestern and Southeastern United States in 1980 and 1981.[20]

When Shasta introduced the product in the United States, its single-serving packaging was unusual in contrast with the 46-fluid-ounce (1.4L) cans that dominated the fruit juice market. Despite initial issues on rollout, the packaging carried the advantage of being light, durable, blunt, long-lasting, freezable, and insular. The patented design, trademarked under the name Doy-N-Pack and exclusively licensed by Shasta from Wild, soon faced a competitor in aseptic "brick packaging" like Tetra Pak. Both proved popular in stores, and Doy-N-Pack would usher in the use of pouches for single-serving food and beverage containers in the United States.[21]

Shasta intended the product for children around ages 7 to 12, with its marketing director for new products telling a journalist, "Adults have a mental block about putting the straw in—they try to be careful and it just doesn't work."[22] Instead of general advertising, Shasta's marketing placed image spots in kids' magazines such as DuckTales and Sports Illustrated for Kids, building brand loyalty based on promotional offers, word of mouth, and child-oriented package design.[23] Early marketing emphasized the product as all-natural, a designation that was met with some criticism.[24] By 1982, it had a 10% market share in the markets where it was available, with aims of a 15–20% share against competitors Hi-C and Hawaiian Punch,[13] which were about half its price. Most of Capri Sun's early market share gains came at the expense of small brands.[25]

In 1983, the Capri Sun brand brought Shasta $28 million in sales.[26] In 1985, Sara Lee (the former Consolidated Foods) sold Shasta to National Beverage.[27] A dedicated company was established to market Capri Sun in the 1980s, headquartered in San Mateo, California, with factories in nearby Fresno and in Granite City, Illinois.[28] In 1990, Capri Sun sold 450 million pouches.[14]

1991–present: Kraft Foods

On 19 December 1991, Kraft General Foods[lower-alpha 3] announced a buyout of Capri Sun Inc.,[lower-alpha 2] making it part of General Foods USA. Kraft's acquisition of Capri Sun was expected to strengthen the former's share in the juices and drinks market, and to provide increased marketing power for Capri Sun.[32] Kraft's parent company, Philip Morris Cos. (now Altria),[33] had experience selling cigarettes to young people but was barred from marketing to children, and so adapted those strategies to sugary drinks including Capri Sun, Kool-Aid, and Tang.[3] Through Kraft's acquisition of Capri Sun, however, Philip Morris could target a product to children between the ages of 6 and 14, in ways that represented a significant shift in the product's marketing strategy.[34] Philip Morris's campaign for Capri Sun emphasized flashy colors and beach scenes, evoking a bright and fun "California cool"; later, they would switch to a sporty theme. In 1994, Philip Morris added Capri Sun to Lunchables, prepackaged lunch sets for schoolchildren. Lunchables sales increased by over a third in 1994; by 1998, sales exceeded over half a billion dollars (equivalent to $898,000,000 in 2022).[35] By 2006, marketing techniques had gone online as well, including a website where children under the age of 13 could submit photos for a chance to win a vacation for their families[36] or send Capri Sun–themed greeting cards.[37]

At the same time these marketing changes were occurring, obesity rates among children in the United States began rising, a phenomenon attributed in part to the rise in sugary drinks consumption across the board[38]–including food industry advertising, which has been linked to a rise in obesity in both children and adults.[39] A 2019 review in The BMJ found that the marketing techniques introduced by Philip Morris were still in use, even after Kraft became independent of the company in 2007.[35]

Kraft's acquisition of Capri Sun Inc. included marketing rights of Capri Sun in Canada, Mexico, and the U.S. territory of Puerto Rico.[40] Kraft announced in 2000 that it would be launching Capri Sun in Mexico, imported from the U.S.;[41] in 2013, Jumex, rather than Kraft, announced plans to bring Capri-Sun to the Mexican market for the first time, with Capri Sun AG and sister company WILD-INDAG providing equipment and support.[42] Capri Sun was being advertised in Canada by March 1991,[43] continuing after Kraft's purchase in September;[44] a 2009 CNN Money article noted Kraft as the distributor there.[45] As of 2022, Kraft licenses the Capri Sun brand in the United States, Canada, and Puerto Rico.[46]

In January 2007, a Florida woman, backed by the Center for Science in the Public Interest, sued Kraft for deceptive packaging, alleging that its usage of high-fructose corn syrup (HFCS) made its claimed "all-natural" status inaccurate. Kraft announced a day later that they would cease labeling Capri Sun that way as part of a planned reformulation and repackaging, replacing the words with "no artificial colors, flavors, or preservatives".[47] In 2015, facing declining sales, Kraft switched the main Capri Sun line from HFCS to sugar and switched the Roarin' Waters flavored water brand from HFCS and sucralose to sugar and Stevia.[48] In January 2023, a class action was filed disputing the new tagline in light of Capri Sun apple juice's use of citric acid.[49]

In 2017, Capri Sun GmbH sued American Beverage, claiming that the company's use of pouches to market SunnyD constituted trademark infringement. The U.S. District Judge, Paul A. Engelmayer, found conflicting evidence as to whether the pouch design was regularly associated with Capri Sun by consumers, with Capri Sun GmbH asserting the notion and American Beverage disputing it. Capri Sun GmbH has sued other companies for infringement on the design in the past, securing a $650,000 licensing fee from Faribault Foods in one such lawsuit. As of 2022, the case was scheduled for a jury trial.[50]

In the 2020s, Capri Sun has been noted for its marketing to parents, still in the hope that they would give the drink to their children. In 2020, Kraft used the Granite City plant to manufacture pouches of filtered water labelled "we're sorry it's not juice", donating 5 million to schools in the Granite City area and Chicagoland.[51] The accompanying ad campaign, according to Ad Age, was targeted towards parents in the area who were concerned about COVID-19 pandemic safety restrictions shutting down water fountains.[52] In 2022, the company released an advertisement more directly targeted at parents, starring a character modeled after the male leads of romance novels designed to disinterest children, before changing tack to pitch Capri Sun.[53]

Europe, Africa, and Asia

Capri-Sun established a factory in Nigeria in 1980.[54] As of 2023, Capri-Sun is the most popular fruit juice drink among children in Nigeria, where it is licensed by Chi Limited, a Coca-Cola Company subsidiary.[55]

A mostly white large building styled after a crate of Capri-Sun: It has blue towers at two corners with "Capri-Sun" on both outer sides at their peaks; midway along both visible sides, there is an image of an Orange-flavor Capri-Sun pouch.
The Capri-Sun factory in Eppelheim, Germany[56]

After initial poor sales under RHM Foods, Coca-Cola Schweppes Beverages took over production of Capri-Sun in the United Kingdom in 1994.[57] Coca-Cola Enterprises, which bought Coca-Cola Schweppes in 1997,[58] began marketing the drink in France in 2007.[59] As of 2014, Capri-Sun is marketed in France, Ireland, the Netherlands, and the United Kingdom by Coca-Cola Europacific Partners (CCEP), successor to Coca-Cola Enterprises.[60] In Ukraine, as of 2015 it is marketed by Rosinka.[61] In 2015, British retailer Tesco announced that it would stop selling Capri-Sun, as part of an initiative to replace drinks that contain added sugars; The Guardian characterized the move as an unprecedented action against a branded sugary drink supplier like CCEP.[62] In France, 213 million pouches were sold in 2016, a 24% increase from the previous year.[59] Sales increased another 20% the next year, to 250 million.[63]

The Capri-Sun factory in the Beijing Yanqi Economic Development Area

Capri-Sun products first became available in China in 2005, but did not spread beyond the Beijing area until 2015, when Reignwood Group partnered with Capri-Sun to expand nationwide. Their factory in the Beijing Yanqi Economic Development Area has a capacity of 650 million pouches per year.[64] According to China Daily, Capri-Sun sold 80 million pouches in China in 2015.[65] Agthia Group began producing Capri-Sun in the United Arab Emirates in 2009, selling also to other countries including Kuwait.[66] They discontinued the brand 2020.[67]

SiSi-Werke attempted to secure trademarks for eight of its pouch designs in the European Union; the European Court of Justice, which has consistently rejected trademarks based on product shape, turned the request down in 2006.[68] On 21 February 2017, SiSi-Werke announced that it would be renaming Capri-Sonne to Capri-Sun in Germany, the last country to retain the original name. The brand faced some criticism for the change, some of it lighthearted in tone; it did not rule out reintroducing the name at a later date.[6]

Products

A Capri-Sun executive told China Daily in 2016 that they produce 27 flavors worldwide.[65] The best-known flavor globally is Orange.[69] In the United States, an initial roster of Orange, Apple, Lemonade, and Fruit Punch[70] has expanded to include Mountain Cooler,[fl 1] Strawberry Kiwi, Wild Cherry, Pacific Cooler,[fl 2] Tropical Punch,[fl 3] and Grape Geyser.[72] Options vary by country: In France as of 2017, for instance, the only flavors in the main line are Classic (orange) and Red Multifruit[fl 4] and Yellow Multifruit[fl 5] organic ("Bio") flavors;[74] Orange, Tropical, Blackcurrant, and Cherry are sold in the United Kingdom as of 2022;[75] and as of 2015 the Chinese market has Orange, White Grape, Pear, and Peach Apple.[76] Flavor profile varies as well: German fruit flavors are riper than French ones. Flavors in China, Mexico, and the United Arab Emirates are sweeter than those used in Europe, which Capri-Sun says is to cater to local tastes; likewise, Hungarian cherry flavors are more sour than elsewhere.[77]

Flavor notes

  1. Apple and raspberry[71]
  2. Apple, cherry, pineapple, and grape[71]
  3. Strawberry, orange, pineapple, lemon, and lime, among other flavors[71]
  4. Apple, blackcurrant, and cherry[73]
  5. Apple, banana, and passionfruit[73]

In addition to the main line of fruit-juice-based beverages, American Capri Sun products have included a 100% juice variant;[78] and Roarin' Waters, a line of flavored waters.[79] The United Kingdom has its own flavored water line, Fruity Water,[80] as well as squash (concentrated syrup).[81] Fruit Crush, another fruit–and–water beverage, is sold in France in Apple Strawberry and Tropical flavors.[82]

See caption.
A Capri Sun Doy-N-Pak pouch standing upright

Capri-Sun drinks are canned in laminate vacuum pouches.[83] In 2021, a TikTok video went viral after a father discovered mold in his daughter's Capri Sun through the package's clear bottom; Capri Sun stated that finding contaminants is the purpose of the clear bottom,[84] that the mold is naturally occurring, and that testing of the packaging showed that it was not sealed properly. A year later, a recall was announced on over 5,000 Capri Sun Wild Cherry pouches after it was discovered that some were contaminated with cleaning supplies.[85] Capri Sun also faced criticism in the United Kingdom for introducing paper straws to its pouches, a move it said was environmentally friendly; consumers complained about the straw's inability to pierce the pouch in opening the drink, as well as the still-existing plastic wrapping on the straw, which Capri-Sun said was required under British law.[86]

In addition to the well-known Doy-N-Pak pouch, Capri-Sun comes in other packaging in various markets, including a resealable pouch with safety cap used on some products.[87] The squash lines are sold in one-liter plastic bottles.[81]

A 2009 comparison of various flavored drinks published by the Harvard T.H. Chan School of Public Health classified Capri Sun Juice Drink Strawberry Kiwi, along with all of the other surveyed fruit punch and fruit juice drinks, in the red (least healthy) tier. Drinks in the red tier, which had a classification requirement of more than 12 grams (2.9 teaspoons) of sugar per 12 ounces (.35L), were advised to be consumed only "sparingly and infrequently". At 34 grams (8.1 tsp) of sugar, the drink's sugar content was the lowest in the category. Capri Sun Sport Sports Drink Lemon Lime, an energy drink with 20 grams (4.8 tsp) of sugar per 12 ounces, was also placed in the red tier.[88] In 2022, Capri Sun lowered its sugar content from 14 grams to 8 by adding monk fruit concentrate to the ingredient list.[89]

Reception and impact

A 2022 review of fruit punch drinks in the Marin Independent Journal gave Capri Sun All Natural Fruit Punch two stars, noting its lower sugar content compared to other listed sugary drinks but criticizing its taste as "watery" and non-evocative of the fruits depicted on the label.[90] A 2017 review of "your kids' lunch box favorites" by Brooke Jackson-Glidden in the Statesman Journal noted the Capri Sun Strawberry Kiwi's 13 grams of sugar, praising its moderately sweet taste and small size. The paper's "resident intern", Young Cooper, commented that it was "definitely not the best flavor of Capri Sun."[91] Marnie Shure of The Takeout, reviewing Capri Sun fruit punch after the switch to monk fruit, wrote that the sweetness had now become the primary flavor, rather than notes of actual fruit as before, and assessed a perhaps 5% increase in tartness, but complimented the lack of aftertaste she associated with most sweeteners.[89] Chad Eschman of Vinepair reviewed Capri Sun flavors as they relate to creating mixers; reviews included positively rating the combination of gin and Pacific Cooler as tasting like a large white gummy bear and negatively rating the combination of tequila and Tropical Cooler as "we've made a huge mistake".[71]

Roarin' Waters faced early criticism for its sugariness and lack of juice.[79] Gannett News Service's Kim Painter characterized it as "a reduced-calorie fruit drink, apparently made for children who expect all drinks, even water, to be sweet",[92] while James Lileks of the Minneapolis Star Tribune wrote that his daughter thought it tasted like Easy Mac.[93]

In media

"Go ahead, stick the straw, stick the straw in the Capri-Sun."

[Vas-y plante la paille, plante la paille dans l'Capri-Sun.]

BoyBandit, "CAPRI-SUN"[94]

A number of French rap artists, including Jul and Timal, have referenced Capri Sun in their songs. Rappers BoyBandit and Edinho have both written songs called "CAPRI-SUN".[63] Nicolas Santolaria of Le Monde in November 2020 described Capri-Sun as "the new ostentatious elixir of French rappers and gangsters".[95] Humorist Alexandre Majirus connected the trend to a broader phenomenon of 1990s nostalgia in rap.[59] A Coca-Cola France representative told Slate.fr that they were not working with the rappers and neither supported nor opposed the trend.[96] Naps's "À part ça" (2017) originally had a line associating the brand with drug use, which Capri-Sun had removed.[59]

Public perception

A 2015 study in Public Health Nutrition on American parents' attitudes towards sugary drinks found that 36% of surveyed parents with children between the ages of 2 and 17 rated Capri Sun as "somewhat" or "very healthy", with 48% saying that they gave the drink to their children in that age. Black and Hispanic parents were significantly more likely to rate Capri Sun as healthy than white parents, and the rating was higher than sugary fruit drinks as a category, which only 30% of parents gave the same rating. Regarding Roarin' Waters, 39% rated the same, but only 16% said that they give their children the drink. Hispanic parents were significantly more likely than white parents to rate the product as healthy, although black parents were not. Roarin' Waters was one of a few products to be rated as less healthy than its category overall; 48% rated flavored water drinks as healthy. The study concluded that those parents may have selected Capri Sun Roarin' Waters because they consider it a healthier option.[97]

A 2013 online poll from Foodwatch, a European consumer protection group, resulted in Capri-Sun receiving a "Golden Windbag" award for perceived deceptive advertising to children. Capri-Sun denied that its advertising was targeted towards children.[98]

In 2015, author Josephine Lébard noted Capri-Sun's popularity, along with that of SunnyD, in Clichy-sous-Bois, a banlieue near Paris[99]—indicative of the drink's broad popularity in poorer areas in France.[100] A representative of Coca-Cola France told Slate.fr in 2018 that 87% of families with children under 15 recognized the Capri-Sun brand.[59] A report from the Rudd Center for Food Policy and Health found that the average black child in the United States between the ages of 6 and 11 viewed an ad for Capri-Sun 21 times in 2018; for a white child in the same age group, that number was 11.[101]

A 2022 Morning Consult survey of American Generation Z adults ranked Capri Sun in 17th place out of over 4,000 on a list of their most favored brands, with 77% rating the brand favorably.[102] Capri Sun was also one of the brands with the largest differential between Gen Z and older peers; the brand's favorability rating with Gen Z was 16 percentage points higher than the U.S. adult population at large, 19th highest in the brands surveyed, and 7 percentage points higher than the Millennial respondents, for 16th place.[103]

Notes
  1. This article uses whichever name is applicable in the time and place being discussed. When a time or place would span multiple names, it defaults to the most international name (usually Capri-Sun, in early years Capri-Sonne).
  2. Capri Sun GmbH, Capri Sun AG, and Capri Sun Holding Group AG refer to the Wild subsidiaries based in Germany and Switzerland; Capri Sun Inc. refers to the Kraft subsidiary based in the United States. While the Wild subsidiaries are sometimes metonymically called "Capri-Sun", their official names do not contain hyphens. Capri Sun GmbH, not Capri Sun Inc., owns the Capri Sun trademarks in the United States.[15]
  3. Renamed Kraft Foods, Inc. in 1995.[29] The North American grocery business was split off in 2012 as Kraft Foods Group, with the rest of the company becoming Mondelez International.[30] Kraft Foods Group merged with Heinz to become part of Kraft Heinz in 2015.[31]

References

Citations
  1. Shapiro 2016, citing an earlier version of Forbes 2023.
  2. Doll 2009.
  3. Nguyen et al. 2019. See also summaries Jacobs 2019a ("tobacco executives, barred from targeting children for cigarette sales, focused their marketing prowess on young people to sell sugary beverages in ways that had not been done before") and Dyson 2019 ("'[T]he Kool-Aid kid program was modeled after a tobacco marketing strategy designed to build allegiance with smokers'[, said Nguyen] ... The tobacco company also purchased Capri Sun and Tang, and used similar child-centric marketing strategies to push sales").
  4. Taylor 1998.
  5. Taylor 1998. "With Libella's success, Wild moved on to bigger enterprises: ... [H]e created Capri-Sun [sic]". Regarding name, see Spiegel 2017.
  6. Spiegel 2017.
  7. Gump 1979.
  8. Doll 2009; Wild 2022, pp. 97–98.
  9. Wild 2022, pp. 97–98.
  10. Boyer 1998.
  11. Capri-Sonne 2015; Burfeind 2017.
  12. Salewski 2016; Camilli 1978; Maeder 1978; Shapiro 2016.
  13. Lazarus 1982a.
  14. Marinucci 1991, p. B-1.
  15. Capri Sun GmbH 2022a; Capri Sun GmbH 2022b; Capri Sun Group 2023.
  16. Capri Sun GmbH 2022a; Capri Sun GmbH 2022b.
  17. Forbes 2023.
  18. Shirley 1982; Lazarus 1982a.
  19. Lazarus 1982a; Hodgell 1982; Gump 1979 (regarding Rochester, near Buffalo). Additionally, Thompson 1980 and Hofmann 1981 mention trials in St. Louis, Missouri, and in several cities in Ohio, respectively.
  20. Hodgell 1982.
  21. Griffin, Sacharow & Brody 1985, pp. 262–263. Calamusa 2013, p. 27: "[T]his single serve bottom gusseted standup pouch with its attached overwrapped straw would re-invent the way we and a generation of children thought about and accepted pouch packaged products in our everyday lives ... As mentioned, this single product market success, more than any other, pushed the market forward".
  22. As quoted in Hofmann 1981, regarding children ages 8 to 12. See also Shirley 1982, quoting the same person: "We think our largest market segment is children between 7 and 11 years old."
  23. Marinucci 1991, pp. B1, B5.
  24. Okun 1979, quoting a review panelist: "I also resent them using the word 'natural' on the label. It uses 12% fruit juice, the same as many Hi-C-like drinks". Gump 1979: "Capri Sun's marketing campaign emphasizes a 'natural fruit drink' with 'no preservatives' and 'nothing artificial'. But it's only 10% fruit juice, just like Hi-C and Hawaiian Punch." Sugarman 1988: "Capri Sun, a 'natural fruit drink' with 'no artificial ingredients' ... also lists 'grape skin extract' as one of the ingredients in its raspberry apple beverage."
  25. Griffin, Sacharow & Brody 1985, pp. 262–263.
  26. Greenberg 1984, p. 7-3.
  27. Tribune 1985.
  28. Coyle 1987; Lazarus 1991.
  29. Collins 1995.
  30. Rushe 2012.
  31. Kell 2015.
  32. Lazarus 1991; Daily Times 1991. McDonough 2002, p. Business-1, and Nguyen et al. 2019 retrospectively characterize the deal as a transfer of rights; however, Daily Times 1991, written at the time of the deal's announcement, is unequivocal that it was an acquisition of Capri Sun Inc., would make Capri Sun's CEO part of the General Foods USA chain of command, and would not lead to any layoffs. Capri Sun GmbH 2022a likewise speaks of an acquisition of Capri Sun Inc.
  33. Callahan, Manier & Alexander 2006.
  34. Nguyen et al. 2019; Jacobs 2019a.
  35. Nguyen et al. 2019.
  36. Lewin, Lindstrom & Nestle 2006, p. 338.
  37. Lewin, Lindstrom & Nestle 2006, p. 340.
  38. Jacobs 2019a.
  39. Lewin, Lindstrom & Nestle 2006, pp. 328–329.
  40. Daily Times 1991.
  41. Patrón 2000; Zapata 2000.
  42. Bouckley 2013a; Bouckley 2013b.
  43. Capri Sun Inc. 1991.
  44. Grocery Specials 2002.
  45. Feldman 2009.
  46. Food Engineering 2022.
  47. Ledger 2007; Salisbury 2007, p. B9.
  48. AP 2015.
  49. Kim 2023.
  50. Karpan 2022, citing Capri Sun GmbH 2022b.
  51. Hollan 2020; Pletsch 2020.
  52. Diaz 2020.
  53. Nelson 2022.
  54. Canadean 2015, p. 9.
  55. Canadean 2016, p. 68; Ayodeji 2020; Ekugo 2022.
  56. Widdrat 2022.
  57. Meller 1993; Canadean 2015.
  58. Bloomberg 1997.
  59. Laemmel 2018.
  60. Bouckley 2014.
  61. BMI 2015b, p. 55; Interfax-Ukraine 2015.
  62. Collinson 2015.
  63. Fauroux 2018.
  64. Arthur 2015; Zhu 2016.
  65. Zhu 2016.
  66. BMI 2010, p. 23; BMI 2015a, p. 70.
  67. Caterer 2021.
  68. Schafft & Arnold 2006, pp. 373–374.
  69. AFP 2009.
  70. Lazarus 1982b.
  71. Eschman 2016.
  72. Eschman 2016; Mather 2022.
  73. J.Be. 2017.
  74. Leboulenger 2016; J.Be. 2017.
  75. Leonard-Bedwell 2022.
  76. Arthur 2015.
  77. Doll 2009; Bouckley 2013a; Arthur 2015.
  78. Salisbury 2007, p. 16B.
  79. Painter 2006; Lileks 2006.
  80. Selwood 2016.
  81. Dawson 2021.
  82. Leboulenger 2016; J.Be. 2018.
  83. Gibbs & Steele 2018, p. 163.
  84. Tolentino 2021.
  85. Lopes 2022; Onque 2022.
  86. Daily Telegraph 2021.
  87. Arthur 2015; Cronin 2019.
  88. Nutrition Source 2012; Ammeson 2016.
  89. Shure 2022.
  90. Thym 2022.
  91. Jackson-Glidden 2017.
  92. Painter 2006, p. B2.
  93. Lileks 2006.
  94. BoyBandit 2017, as quoted in Laemmel 2018 & Fauroux 2018.
  95. Santolaria 2020. French: "le nouvel élixir ostentatoire des rappeurs et des gangsters français".
  96. Laemmel 2018. French: "'Nous n'avons pas de communication voulue par rapport aux rappeurs. On n'est pas pour, on n'est pas contre'".
  97. Munsell et al. 2015, pp. 51–52.
  98. Local 2013.
  99. Lebard 2015.
  100. Laemmel 2018. "It's an open secret according to a former member of Coca-Cola's sales department: Sales of Capri-Sun are exploding in poor areas; elsewhere, they sometimes come up empty." French: "C'est un secret de Polichinelle pour un ancien membre du service commercial de Coca-Cola: les ventes de Capri-Sun explosent dans les quartiers pauvres; ailleurs, il fait parfois chou blanc."
  101. Jacobs 2019b.
  102. Morning Consult 2022, pp. 1–2, 5.
  103. Morning Consult 2022, pp. 6–7.

Academic sources
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