The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Capri Sun is expanding beyond its traditional juice pouch offering with the launch of Capri Sun Hydrate, a new electrolyte juice drink designed specifically for children, marking a significant move into the fast-growing functional hydration category.

Backed by The Kraft Heinz Company, the rollout positions Capri Sun among the first major brands to tailor a sports-style hydration drink exclusively for kids, addressing rising parental demand for lower-sugar, “clean label” beverage options.

Capri Sun Hydrate combines electrolytes with Vitamin E and contains 50% less sugar than leading regular sports drinks, according to the company.

The product is also free from artificial flavours, colours, and preservatives, attributes increasingly sought by health-conscious families.

Launching in three flavours, Fruit Punch, Tropical Punch, and Lemon Lime, the range is designed for a wide range of occasions, from organised sports to everyday outdoor activity, aligning with broader lifestyle positioning rather than just performance hydration.

The introduction reflects a clear gap in the category: while hydration drinks have surged in popularity, most are formulated for adults. Parents often face a trade-off between high sugar content, artificial ingredients or flavours that don’t appeal to children.

Capri Sun Hydrate aims to bridge that divide by combining functionality with kid-friendly taste, a balance that could unlock incremental growth in the children’s beverage segment.

Industry data cited by the company indicates that 94% of Capri Sun households already purchase sports drinks, highlighting strong cross-category potential. At the same time, hydration remains one of the fastest-growing segments in beverages, creating a favourable backdrop for innovation.

Kristina Hannant, director, ready to drink marketing, said: "Today’s parents are looking for beverage options that keep up with their kids’ active lifestyles, without the sugar and extra ingredients they don’t feel good about serving. With Capri Sun Hydrate, we saw an opportunity to bring something brand new to the kids beverage aisle – a beverage made specifically for kids that delivers the fun and flavour kids love with the functional benefits parents are looking for.”

The launch builds on Capri Sun’s recent format innovations, including multi-serve packs and single-serve bottles, which have helped the brand expand into convenience and on-the-go channels.

Capri Sun Hydrate is rolling out nationwide across major retailers including Walmart, Target, and Amazon, positioning the product for wide accessibility ahead of the peak summer season.