News Published on 7 Jul, 2009
Coke to take on marketing, distribution and sales of Capri-Sonne
Filed by Shaun Weston
Beginning 1 January 2010, Coca-Cola Enterprises (CCE) will take over the marketing, distribution and sales of the children’s beverage Capri-Sonne in the Netherlands, Belgium and Luxemburg, as the CCE and Capri Sun corporations jointly announced today.
© Frédéric della Faille/Flickr
The Capri-Sonne brand is no stranger to Coca-Cola Enterprises. For more than 16 years, the multinational corporation has had the UK licence to produce and market the popular kids’ beverage under the name Capri-Sun.
In the ‘Britain’s Biggest Brands’ ranking, the brand has placed among the top 100 for two years in a row. Since 2007, CCE has also distributed and marketed the drink and its stand-up pouch in France.
For many years, the Capri-Sonne brand has been a success on the Benelux market, though so far three different distributors have been involved. To strengthen the brand internationally, Capri-Sonne wanted to work with a company that had the right kind of presence and logistic capacity to serve all three markets.
“We want to keep up our strong global expansion and grow at a higher rate than the rest of the product category,” said Jürgen Schnabel, MD at Capri Sun AG. “Wherever possible, our goal is to join forces with the strongest partner in a given region. Consequently, CCE was seen as the perfect company for us in the Benelux countries, especially because of its successful work in Great Britain. The fact that the brand now has the same solid partner on five west European markets is a strategic advantage.”
Source: Capri Sun AG