Capri Sun launches still energy drink Game On in Germany
Game On targets adults seeking non-carbonated energy drinks, while Capri Sun expands European production capacity with a new €70 million-plus facility in Poland.
GERMANY – Capri Sun Group has launched Game On, its first still energy drink, in Germany as the company responds to growing demand for non-carbonated beverages.
The company said Game On offers an alternative to traditional carbonated energy drinks and is packaged in a resealable, deposit-free 330ml pouch. The drink contains no carbonation and was developed independently of the Capri-Sun family brand.
The new energy drink targets consumers aged 18 and above. According to Capri Sun, research by GlobalData shows that 65% of European consumers prefer non-carbonated beverages, with the preference increasingly extending to the energy drinks category.
Game On contains 32mg of caffeine and 40mg of taurine per 100ml, alongside magnesium and vitamins C, B1 and B6. It contains 20 calories and 4.5g of sugar per 100ml.
The launch comes as Capri Sun expands its European manufacturing capacity. The company recently broke ground on a new production facility in Stargard, Poland, with the first phase scheduled for completion by the end of 2027.
The facility represents an investment of more than €70 million and is expected to create about 120 jobs in the region. Capri Sun said the plant has been designed to allow further expansion as the company grows its manufacturing footprint across Europe.
The company said the investment reflects growing consumer demand in established and emerging markets as it continues its international expansion.
Meanwhile, Capri Sun has initiated legal proceedings against its UK manufacturer, Princes Group, over a contractual dispute concerning the production and supply of Capri-Sun products.
The latest proceedings follow earlier court action after Princes suspended production of Capri-Sun products in the UK.
According to court documents cited by The Telegraph, Capri Sun is seeking more than £2 million from Princes over alleged failures to produce sufficient volumes of the juice drink to meet supermarket orders.
The report said Princes was accused of several breaches of its agreements with Capri Sun, including a unilateral suspension of production and delivery in January this year.
The dispute adds to a period of expansion for Capri Sun, with the company simultaneously introducing new beverage products and investing in additional production capacity.
Capri Sun said Game On was developed to provide consumers with a still alternative in the energy drinks category while maintaining the convenience of a resealable pouch format.
Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
