Capri Sun to reclaim Western European distribution of pouch drinks from CCEP
EUROPE – Capri Sun Group will take back the sales and distribution of its iconic pouch drinks in Western Europe next year from Coca-Cola Europacific Partners (CCEP).
The move that ends the sales and distribution arrangement with CCEP 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.
Beginning in March 2024, the company will sell and distribute its drinks in France, Monaco, Great Britain, Netherlands, Belgium, Luxembourg, Sweden, Spain, and Portugal.
The strategy to be closer to the market started around 5 years ago, by taking the sales and distribution back in-house in Switzerland, Austria, the Middle East, China, and most recently Poland, Capri Sun explained.
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.
Roland Weening, CEO of Capri Sun Group Holding AG, stated: “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 planning the launch of recyclable pouches as well as more low-sugar products, and we will continue to drive innovation further.”
The company has committed to invest an additional €42million in 2024 to support these initiatives and the transition as well as accelerate the company’s growth.
While the process of bringing the operation back to Capri Sun 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.
CCEP and Capri Sun said they will continue to work closely together to support customers, both to deliver on 2023 business and growth plans and throughout the transition next year.
Capri Sun, a privately owned company, is fully committed to reaching its vision to become the most sustainable kids’ drink in the world.
With global sales of EUR 1.2bn, according to Euromonitor 2022, the brand is strengthening itself to further take more stake in the market with recent launches in low and no added sugar versions, new formats like syrups in 100% R-PET bottles or sparkling Capri-Sun “Bubbles” version in.
The company also boasts that all Capri-Sun pouch products are free of artificial flavors, colors, or preservatives.
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