The Capri-Sun Story

 

Always innovating: the Capri-Sun story

 
 
Ever since we first launched Capri-Sun in 1969, our innovative pouches have ensured that the drink you love is free from preservatives, artificial flavours and artificial colours. And we’ve continued to anticipate your changing tastes and lifestyles by staying one step ahead of the trends ever since.

On our journey of innovation and trend-setting, we have travelled from Heidelberg in Germany, to more than 100 countries worldwide and on into outer space. We even rolled with a few punches from Muhammad Ali on the way!
 
 
 

Capri-Sun’s history of innovation Part 1

 
 
Seconds out, round one! (1931 – 1969)

Capri-Sun’s philosophy of using only natural ingredients with no added chemicals can be traced back to Rudolf Wild. His family still owns the Capri-Sun company that makes our fresh fruit juice drink today.

In 1931 he founded a company in Heidelberg, Germany, that specialised in supplying only natural ingredients for food products. It was ahead of its time with its all-natural ethos.

In, 1954 the name ‘Capri-Sonne’ was first trademarked. All we needed now was the drink!
 
 

Capri-Sun Fact: The Capri-Sun revolution begins in 1969 when our fresh fruit juice drink in our innovative pouch, appears on German shelves.

 
 
The pouch was specially designed to be lightweight, unbreakable and easy to take with you wherever you go. Its design also allowed fruit juice drinks to enjoy a long shelf life without the need for preservatives – and Rudolf ensured that there were no artificial colours or flavourings added either.
 
 
 

Capri-Sun’s history of innovation Part 2

 
 
Boxing above our weight (1970 – 1982)

Our drink’s success in Germany quickly saw new flavours added – and with each new taste sensation our popularity grew. The lightweight pouch received heavyweight support when Muhammad Ali swung in behind us to promote our international launch.

In 1980 our drinks reached Africa and Asia, and, in 1982, our product launch in America saw us win the prestigious Packaging of the Year award.
 
 
 

Capri-Sun’s history of innovation Part 3

 
 
Champion of the world (1983 – 2004)

By 1992 we had continued innovating and improving our drinks to become the undisputed European market leader in kids' juice drinks – and, just two years after this, we became the US market leader too.

Our understanding of what different audiences want has always been central to our success. We listen to you and create fruity drinks in the way that you tell us you enjoy them.

It’s not just our drinks that we continually innovate.
Our innovation in packaging received recognition when the German Secretary of the Environment announced, in 2005, that our packaging was ‘ecologically advantageous’ due to our lightweight pouch accounting for just 6% of our total transported weight. Other ways of packaging drinks account for over half the total weight. We have continued to improve our packaging since launch – and are still hard at work on improving it further.

Our customers all over the world were now buying more than five billion drink pouches every year. Our global success grew further when the European Space Agency (ESA) recognised just how far ahead of its time our pouch was – it was used to develop pouches used by astronauts on the International Space Station.
 
 

Capri-Sun Fact: European Space Agency (ESA) recognised just how far ahead of its time our pouch is – it was used to develop pouches used by astronauts on the International Space Station.

 
 

Capri-Sun’s history of innovation Part 4

 
 
Never stop (2005 and beyond)

We’ve never stopped anticipating changing tastes and catering for your lifestyles.

We’ve been on a sugar reduction journey since launch, we’re always investigating ways to make our packaging even lighter and we’ve introduced more portion sizes and drink options to ensure your family continue to enjoy the drinks you love.

Here are just some of the innovative products we’ve launched around the globe in the last few years:
  • The all-natural fruity quality of Fruit Crush contains 50% fruit juice and 50% water – and nothing else.
  • Fruity Water is the perfect way to quickly hydrate, with 96% water, a dash of juice and no added sugar – all available in our iconic pouch.
  • The resealable big pouch is the perfect companion for young adults on the go.
 
 
 

Capri-Sun’s history of innovation Part 5

 
 
We are family (Into the future)

Some things never change.

Capri-Sun has continued innovating and evolving since launch.

We continually develop our range of drinks to ensure they meet changing tastes, changing attitudes and changing lifestyles. Currently we are researching ways to make our straws recyclable and have committed to create fully recyclable packaging for our drinks by 2025.
 
 

Capri-Sun Fact: Currently we are researching ways to make our straws recyclable and have committed to create fully recyclable packaging for our drinks by 2025.

 
 
Spearheading all this development, however, is the very same family firm set up by Rudolf Wild all those years ago. And his founding principles of natural ingredients free from preservatives, artificial flavour and colours, continues to inform everything we do.
 
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