Capri Sun is a popular fruit juice brand known for its silver, stand-up pouch packaging. The product was developed by the WILD Company in Germany in 1966 and is now sold in 100 countries. However, the non-recyclable packaging has caused controversy, and the drinks have been criticized for their sugar content. Kraft Corporation, the US licensee, has partnered with a company that makes bags and pays $0.02 USD to charity for each envelope delivered. Kraft has also stopped using high fructose corn syrup in the US and is advertising the brand as having 25% less sugar than other comparable beverages.
Capri Sun is a fruit juice beverage brand that is perhaps best known for its silver, stand-up pouch packaging. The silver case is a trademark of the company that produced it and made these drinks instantly and universally recognisable. It also made the drink popular, especially among parents and children, as the design makes it easily portable.
Various flavors of Capri Sun fruit-flavored drinks are available, including fruit punch, strawberry kiwi, lemonade, grapes and red berries. Flavored water and 100% juice varieties are also produced under this brand.
The idea for this product was conceived by the WILD Company in Germany in 1966. It took the company three years to develop and perfect the pouch packaging system, after which it was launched as Capri Sonne in Germany. In 1976, the products were exported to other countries in Europe for the first time. They were first sold in Asia in 1979 and in the United States in 1981.
Today, Capri Sun is manufactured in 18 countries, either by the WILD Company or through licensees. It is estimated that 5 billion bags are sold each year in around 100 countries around the world.
While the drinks have achieved worldwide popularity, there has been controversy over their branded packaging, which is not recyclable. The pouches are made from a composite foil and contain aluminum foil and polyethylene. Taking estimated annual sales into account, there are potentially 5 billion non-recyclable bags per year that need to be disposed of worldwide.
Kraft Corporation, the US licensee, has partnered with a company that makes handbags, backpacks, shoppers, lunch bags and pencil cases. Many schools and organizations have also partnered with this company as part of a fundraising program. The company pays $0.02 US Dollars (USD) to the charity of the donor’s choice per envelope that is delivered.
Capri Sun drinks have also been criticized for the amount of sugar they contain and the use of high fructose corn syrup in drinks sold in the United States. In the United States, the Kraft Corporation has stopped using high fructose corn syrup in drinks and they are now sugar-sweetened. Additionally, Kraft is now advertising this brand with 25% less sugar than other comparable beverages on the market.
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