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

Capri Sun is introducing a new limited-edition product, Blood Moon Punch, to the US market this month, building on last year’s Moon Punch launch with a reformulated, newly branded variant designed to capitalise on retailer demand and cultural buzz around upcoming lunar events.

The brand says Blood Moon Punch offers a distinct, limited-time product featuring a bold red hue and eight new glow-in-the-dark pouch designs themed around phases of the moon.

The new product follows the strong performance of 2025’s Moon Punch, which the company notes quickly rose to compete with core flavours such as Fruit Punch and Pacific Cooler.

Retailers had pushed for a return, according to Capri Sun, prompting development of a new iteration tied to a rare 'Blood Moon' lunar eclipse and heightened interest surrounding NASA’s Artemis II mission.

For buyers, the key point is that Blood Moon Punch is a newly developed, time-bound SKU, not a permanent line extension.

The product will roll out nationwide in the US for a limited period, supported by a digital campaign offering 10,000 free pouches to consumers.

Limited-time launches remain a core growth lever in the ambient juice drinks category, where innovation cycles are increasingly driven by packaging, experiential design and cultural tie-ins rather than base recipe changes.

By introducing a new, event-linked flavour with collectable packaging, Capri Sun is aiming to generate incremental velocity, secure secondary displays and reinforce brand visibility in a competitive aisle facing private-label and price pressure.

For The Kraft Heinz Company, Capri Sun’s parent, which generated around $25 billion in net sales in 2025, the launch underscores a strategy of driving growth through targeted brand activations and new product introductions within established franchises.

Blood Moon Punch will be available nationwide from late February, with marketing activity concentrated around the March lunar eclipse, underscoring Capri Sun’s use of culturally timed new product launches to stimulate short-term sales and retailer engagement.