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Capri sun squashes

Coca-Cola is taking Capri-Sun into the squash category.

The drinks giant has unveiled a new range called Capri-Sun Multivitamin Squash, which will debut with two flavours – Orange and Apple & Blackcurrant.

Both flavours contain no artificial colours or flavours, no added sugar and are enhanced with vitamins.

The Apple & Blackcurrant flavour contains vitamins B1, B3, B5, B6 and biotin, which are said to contribute to reduced tiredness and fatigue, to the normal function of the immune and nervous systems, and to normal mental performance and psychological function.

The Orange squash is also enhanced with vitamins B1, B3, B6 and biotin, and contains vitamin C to help support a healthy immune system.

The duo will begin hitting grocery and convenience stores from 13 March, launching in fully recyclable one-litre bottles made from recycled plastic (rsp: £1.99).

Coca-Cola said the benefits of the products would be clearly communicated on pack, to help shoppers navigate the squash fixture and make “confident purchases”.

Capri-Sun’s success in juice drinks was “largely down to the way we’ve addressed potential barriers to purchase by reformulating our recipes, and by communicating the benefits of our products to shoppers,” added CCEP GB commercial development VP Simon Harrison.

Coca-Cola will support the launch with a £3m above the line campaign, spanning TV, video on demand and social media.

It comes as squash sales grew by a cool £49.2m during the pandemic, marking a dramatic change in fortune for the category, which was in decline the prior year [Nielsen 52 w/e 5 September 2020 vs 52 w/e 7 September 2019].

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