Capri Sun is selling giant jugs for nostalgic fans who have outgrown its iconic pouches
Courtesy of Capri Sun
- Capri Sun pouches, punctured by thin yellow straws, were a staple of countless childhoods.
- The brand wants to court nostalgic fans with more generous serving sizes.
- It's the company's "first innovation in nearly a decade," Capri Sun said.
Do you want a lot of Capri Sun? I mean a lot.
Capri Sun is courting nostalgic fans whose appetites have matured beyond a pouch-sized serving.
The company is launching super-sized bottles of its beloved juice, calling the massive containers its "first innovation in nearly a decade." The 96-oz. jugs were created based on call center suggestions, Capri Sun said, with 76% of calls requesting a larger size.
"We're now able to delight those fans that grew up on Capri Sun," senior brand manager Jordan Mann said in a statement. "They've outgrown the serving size of the pouch, but not their love for Capri Sun."
The bottles will be available at BJ's, select Costco locations, and Sam's Club — where a two-bottle pack is selling online for $6.50. Only the Fruit Punch flavor will be available.
Fifty-five-year-old Capri Sun, owned by Kraft Heinz, was a staple of many childhoods. Its silver pouch is so synonymous it's featured on the label of the new bottles.
This isn't the first time the brand has experimented with different packaging. In 2003, it released twist-off "bottle-cans" made of aluminum.
In recent years, brands like Chips Ahoy, Kraft, KFC, Burger King, Budweiser, and more have turned to nostalgia marketing, particularly during the pandemic, when customers found some comfort in looking to the past.