Capri-Sun cuts sugar content in half with stevia inclusion

Coca-Cola European Partners (CCEP) has announced that Capri-Sun has reduced the sugar content of its original range by 50% in the UK.

By introducing stevia, the brand has decreased total sugar content to 4.9 grams per 100ml, still maintaining the iconic taste of the original Capri-Sun children’s drink.

The new recipe applies to all flavours in the original range sold in the UK, and is being rolled out to Ireland, Belgium and the Netherlands in the coming months. This is the next step in Capri-Sun’s sugar reduction programme which has already included the launch of No Added Sugar variants in 2015 and Fruity Water in 2016.

Simon Harrison, customer marketing director, CCEP in the UK, says, “At CCEP, we have been on a sugar reduction journey for many years, listening to consumers and customers and making small decreases in the amount of sugar used across our full portfolio of brands. The introduction of stevia has enabled us to reduce the sugar content in Capri-Sun without compromising on the famous taste of the much-loved juice drink.

“We have always been clear that we would never change the recipe of any one of our brands unless the taste is equalled or made better. We have done just that with Capri-Sun thanks to the inclusion of stevia, a sweetener from a natural source.”

The new recipe is now available to purchase and is being supported by a programme of communications including advertising and PR.

Capri-Sun Original, Capri-Sun No Added Sugar and Capri-Sun Fruity Water are all soft drinks tax exempt.