Capri Sun Group says the decision will support its desire to ‘be closer to its customers and consumers and the wish to accelerate growth'.
Over the last five years Capri Sun has taken 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.
Transition and growth
Capri Sun Group Holding AG is a privately held company (owned by Hans-Peter Wild) that encompasses beverage pouch Capri-Sun, the top kids drink brand worldwide which was launched in 1969 and now sells more than 6 billion pouches in more than 100 countries every year.
With global sales of €1.2bn ($1.32bn), according to Euromonitor data, recent developments include the launch of in low and no added sugar versions (compliant with WHO guidelines), new formats like syrups in 100% R-PET bottles or a sparkling Capri-Sun “Bubbles” version in.
All Capri-Sun pouch products are free of artificial flavors, colors or preservatives.
Commenting on the decision to bring sales and distribution back in house in Western Europe, Roland Weening, CEO of Capri Sun Group Holding AG, said: “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.
“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 ($46m) in 2024 to support these initiatives and the transition."
CCEP and Capri Sun will continue to work together on 2023 business and growth plans and throughout the transition next year. The transition 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.