Capri Sun is taking back UK sales and distribution from Coca-Cola Europacific Partners, marking a strategic shift for the brand.
- The transition, starting next March, includes bringing operations in-house across multiple European countries.
- Coca-Cola Europacific Partners will continue co-packing Capri Sun products in Great Britain until the end of 2024.
- The decision follows Capri Sun’s similar moves in several global markets over the past five years.
- Capri Sun plans to invest £36 million in 2024 to support innovation and operational transition.
Capri Sun has announced its decision to reclaim the sales and distribution of its beverages in the United Kingdom from Coca-Cola Europacific Partners. This significant transition is part of a broader strategy to align closer with their customers and accelerate growth. The transition process is scheduled to commence in March of the following year and encompasses operations not only in the UK but also in France, Monaco, the Netherlands, Belgium, Luxembourg, Sweden, Spain, and Portugal.
While Coca-Cola Europacific Partners will no longer manage sales and distribution, they are expected to continue the co-packing of Capri Sun products in Great Britain until the conclusion of 2024. The existing partnership has been described by Capri Sun Group Holding AG CEO, Roland Weening, as “a successful cooperation over the years”. Weening explained that both companies have concluded that the future necessitates focusing on their individual brands.
This decision follows Capri Sun’s recent similar endeavours in other regions, including Switzerland, Austria, the Middle East, China, and Poland, over the past five years. This shift reflects a deliberate move to bring operational control closer to the brand’s core markets. Weening also highlighted future plans for product innovation, including launching recyclable pouches and more low-sugar options.
To support these ambitious initiatives and ensure a smooth transition from Coca-Cola, Capri Sun has committed to investing an additional £36 million in 2024. This financial commitment underlines the brand’s drive to remain at the forefront of beverage innovation and cater proactively to evolving consumer preferences.
Capri Sun’s strategic shift towards in-house operations and innovation marks a significant new chapter for the brand.
