Kraft Heinz expands kids’ beverage portfolio with Capri Sun Hydrate electrolyte drink
Capri Sun enters the kids hydration segment with a lower-sugar electrolyte drink, targeting growing demand for functional, child-friendly beverages ahead of the summer season.
USA – Capri Sun, owned by The Kraft Heinz Company, has announced the launch of Capri Sun Hydrate, a new beverage designed to provide children with a refreshing drink containing electrolytes.
The product marks one of the first hydration-focused beverages specifically formulated for kids and is expected to roll out in major retail stores nationwide ahead of the summer season.
The launch reflects a strategic effort by Kraft Heinz to address growing demand among parents for healthier beverage options that combine hydration benefits with lower sugar content.
According to the company, existing hydration drinks in the market are primarily targeted at adults and often fail to meet children’s taste preferences or contain higher sugar levels and artificial ingredients.
Capri Sun Hydrate has been developed to bridge this gap by offering a kid-friendly alternative that delivers both flavor and functional benefits.
“Today’s parents are looking for beverage options that keep up with their kids’ active lifestyles, without the sugar and extra ingredients they don’t feel good about serving,” said Kristina Hannant, Director of Ready-to-Drink Marketing.
“With Capri Sun Hydrate, we saw an opportunity to bring something brand new to the kids beverage aisle – a beverage made specifically for kids that delivers the fun and flavor kids love with the functional benefits parents are looking for,” she added.
The company said the introduction comes at a time when demand for lower-sugar beverages with added benefits is accelerating. Internal insights indicate that 94% of Capri Sun households already purchase sports drinks, positioning the brand to expand into the hydration segment.
Capri Sun Hydrate builds on the brand’s recent portfolio expansion, including the introduction of its first multi-serve format and the rollout of single-serve bottles, which enabled entry into convenience and on-the-go consumption channels.
The move also aligns with Kraft Heinz’s broader strategy of investing in innovation that responds to evolving consumer preferences, particularly around convenience, nutrition, and new consumption occasions.
The launch comes as competition intensifies in the hydration segment. Gatorade recently announced a repositioning of its portfolio, including the removal of artificial colors and the introduction of new hydration-focused drinks with higher electrolyte content.
Capri Sun Hydrate is expected to strengthen the brand’s presence in the children’s beverage category by offering a differentiated product that combines hydration functionality with a flavor profile tailored to younger consumers.
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