Capri Sun
| Capri Sun
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| legal form | Corporation |
| founding | 1969 in Eppelheim / Heidelberg |
| Seat | Neugasse 22, CH-6300 Zug |
| Number of employees | > 500 |
| Branch | Beverage manufacturer |
| Website | capri-sun.com |
Capri-Sun is a fruit juice drink introduced by the German entrepreneur Rudolf Wild in 1969 under the name Capri-Sun . The brand carried the German name until 2017. In the spelling Capri Sun and with a modified visual appearance, the drinks from Kraft Heinz are sold under license in the United States . In the UK , France , the Netherlands and other European countries, Coca-Cola European Partners is responsible for marketing, distribution and sales.
Company and product
Initially, the drink came on the market in orange and lemon flavors and was sold in a 200 milliliter stand-up pouch with a drinking straw . Some varieties of Capri-Sun are now also available in 330 ml bags and cans. Capri-Sun produces over six billion bags a year worldwide.
The Capri-Sun brand is owned by the Capri Sun Group Holding in Switzerland, which is privately owned by Hans-Peter Wild , the son of the company founder. The brand was named after the Italian rocky island of Capri and was Capri-Sonne in German-speaking countries until spring 2017. Since 1980 the drink was sold in the USA under the name Capri-Sun. At the beginning of 2017, the Deutsche SiSi-Werke announced that Capri-Sun should also be sold in Germany under the name Capri-Sun from the middle of the year. The name change in German-speaking countries was completed in mid-2017 and met with criticism. In German usage, Capri-Sonne is still more common than the English name.
Today Capri-Sun is produced in 24 countries around the world and sold in more than 100 countries under the name Capri-Sun ; in the USA it is sold under license by The Kraft Heinz Company . In 2011, low-sugar varieties were added to the range. For a short time in 2011, a Capri-Sonne in organic quality (Bio-Schorly) was offered in Germany.
The stand-up pouch of the Capri-Sun consists of a composite film made of plastic and aluminum that protects the contents from light and oxygen.
history
The drink was developed by the entrepreneur Rudolf Wild, who founded a company for basic food ingredients made from natural raw materials in 1931. The Deutsche SiSi-Werke in Eppelheim near Heidelberg, which has been part of Rudolf Wild GmbH & Co. KG since 1956 , brought Capri-Sonne to the market as a drink on the go. Originally a seasonal product, the drink has become a year-round item.
The brand became known in 1979 through intensive advertising with boxer Muhammad Ali as a testimonial . Slogans emerged like “I don't give my name for a product that isn't good. Capri sun is the greatest after me "or" I am the greatest. The whole world knows that. But when I stop boxing, Capri-Sun is the greatest. ”In 1982, Capri-Sun was named the best new product on the American market. The drinking bag received the coveted US “Packaging of the Year” medal. After 2006 and 2011, a design relaunch of the brand took place in 2019.
criticism
In 2013, after an internet vote, the consumer protection organization Foodwatch gave Capri-Sonne the negative “ Golden Windbag ” award for particularly bold advertising. Foodwatch criticized the sugar content of 10 g per 100 ml, which corresponds to approx. 7 pieces of sugar per package, and the low fruit juice content , for example twelve percent in the Capri-Sonne Orange variety, as inadequate. In addition, Capri-Sonne stands out for its “particularly aggressive marketing ” aimed specifically at children. In addition, Foodwatch says, advertising and packaging are misleading consumers. The company criticized the nomination for the negative award. The sugar content is in the middle range of all fruit juice drinks. The advertising is aimed primarily at parents.
From an ecological point of view, the packaging that contains aluminum is criticized, a metal that is environmentally harmful due to the high energy requirements in extraction . The composite of plastic and aluminum makes it difficult to recover the aluminum. While around 10 billion plastic-aluminum packaging (in addition to drinking bags, also used for animal feed and baby food) is produced annually in Great Britain, only around 500,000 of them are recycled - the recycling rate of this type of packaging is 50 times lower than that of disposable coffee cups . Even after the Packaging Act that came into force in 2019 (an implementation of the European Packaging Directive 94/62 / EC), Capri-Sun stand-up pouch packaging remained exempt from the one-way deposit in Germany . Like the beverage cartons from Tetra Pak , for example , the drinking bags were classified as "ecological". Hans-Peter Wild responded to a ban on plastic drinking straws decided by the EU for 2021 with the objection that screw caps contained a multiple of plastic.
With regard to the littering of streets, parks and other public spaces, environmental activists repeatedly refer to frequently found Capri Sun packs. Groups associated with the US packaging waste campaign " Make It, Take It " urged the Capri Sun licensee Kraft Heinz in 2015 to redesign beverage packaging in an environmentally friendly manner and assumed that 98% of all packaging would land in landfills or be thrown into the countryside become.
sorts
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italics : current offer
Note: The Caps brand is sometimes mistakenly assigned to the Capri Sun products. The drink was also bottled and distributed by Deutsche SiSi-Werke , but has no relation to Capri-Sun and is therefore not listed here.
Sponsorship
Capri-Sun has supported numerous activities in German rugby since 2007 . Among other things, the brand is the jersey sponsor of the German first division club Heidelberger RK 1872 and for years was the jersey sponsor of the German national team in classic fifteen rugby and Olympic rugby sevens until it was inherited by DHL .
literature
- Hans-Peter Wild : Capri sun. The fascination of a global brand , Frankfurter Allgemeine Buch , 2001, ISBN 3-89843-036-7 .
- Ute Günther: Der Saftsack , Die Rheinpfalz on Sunday 11 November 2007, p. 19.
Web links
Individual evidence
- ↑ Capri-Sun becomes Capri-Sun - the end of a legendary brand name . Retrieved February 21, 2017.
- ^ History. In: Capri-Sun. Retrieved June 26, 2020 .
- ↑ Brand name disappears: Capri-Sonne is now English. In: Spiegel Online . February 22, 2017. Retrieved June 9, 2018 .
- ↑ DER SPIEGEL: Capri-Sun is now Capri-Sun - DER SPIEGEL - Economy. Retrieved June 26, 2020 .
- ↑ Capri-Sun - FAQ . Retrieved December 22, 2015.
- ↑ Orange and apple now reduced in sugar ( memento from September 7, 2014 in the Internet Archive ) on capri-sonne.com , accessed on June 20, 2013
- ^ Christian Salewski: Capri-Sonne: Through money to victory. In: zeit.de . July 10, 2016. Retrieved July 17, 2017 .
- ↑ Consumers can find Capri-Sonne advertising most brazenly on spiegel.de , accessed on May 16, 2013
- ↑ All varieties at a glance ( Memento from May 22, 2013 in the Internet Archive ) on capri-sonne.com , accessed on September 7, 2014
- ↑ Rotten fruit magic on abgespeist.de , accessed 25 May 2009
- ↑ Foodwatch: “Goldener Windbag” for Capri-Sonne on focus.de , accessed on June 20, 2013
- ↑ Billions of food pouches go to landfill. In: The Sunday Times (United Kingdom) . January 19, 2018, accessed on July 20, 2020 .
- ↑ Aldi, Lidl and Co .: Consumers should be aware of this change. January 9, 2019, accessed July 29, 2020 .
- ↑ Hans-Peter Wild: Plastic straw ban puts Capri Sun entrepreneurs under pressure. Retrieved June 26, 2020 .
- ↑ Littering in Fällanden: The outside watch has a garbage problem. In: Züriost, www.zueriost.ch. April 22, 2019, accessed July 19, 2020 .
- ↑ Instagrammer cleans up Esch: Marius Remackel on anti-littering mission. In: Tageblatt Lëtzebuerg, www.tageblatt.lu. January 12, 2020, accessed July 19, 2020 .
- ↑ "Saubi-littering Hero": So fight the Surbtaler students against littering. In: Aargauer Zeitung, www.aargauerzeitung.ch. August 16, 2016, accessed July 19, 2020 .
- ↑ Kraft blasted for trash generated by Capri Sun pouches. May 15, 2015, accessed on July 19, 2020 .
- ↑ Kraft Capri Sun packaging targeted by waste campaign. May 15, 2015, accessed on July 19, 2020 .