perspective
Capri-Sun: From great taste to 100% sustainable products FROM PAPER STRAWS TO ENVIRONMENT FRIENDLY POUCHES, THE COMPANY AIMS TO BE FULLY RECYCLABLE BY 2025 Started in 1931 by Rudolf Wild in Heidelberg as a company specialising in ingredients for foodstuff that are 100 per cent natural, to becoming an iconic and one of the most preferred juice brands across the globe, Capri-Sun has come a long way. Born in Germany as a juice packed in a stand-up pouch in 1969, the then known Capri-Sonne grew in popularity rapidly. From having the King of boxing, Muhammed Ali as its ambassador in 1979, to being awarded as the best new product launch in the United States in 1982, to also being recognised for its unique packaging during the same year, Capri-Sun witnessed international success within two decades of its launch. However, the rise in success of Capri-Sun did not stop there. It went on to become a market leader in Europe in 1992, and in the USA in 1994, for its flexible packaging and delicious fruity content. Moreover, the pouch was upgraded by the European Space Agency (ESA) in 2010 to be used by astronauts on the International Space Agency, making it one of the few to have achieved this unique feat.
Sustainability is the new buzz word
Despite the unique packaging and the unmatched taste offered by Capri-Sun, what has really kept it ahead of the curve is its approach towards sustainability. As a result of its efforts to minimise harm done to the environment, Capri-Sun’s packaging was recognised as ‘ecologically advantageous,’ by the German Secretary of the Environment, in 2003. Despite being an early bird and frontrunner in the drive towards sustainability, Capri-Sun continued to look for more innovative and efficient ways to minimise impact on the environment. In line with its approach, the company launched paper straws in place of plastic ones in 2020, as the next step in its journey to become 100 per cent recy-
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Issue 63 | March - April 2022
clable. Moreover, the company went on to ensure that its packaging is manufactured with recycled cardboard material, and reduced the usage of materials in the manufacturing of its pouch by 33 per cent, resulting in a pouch that weighs five times less than a similar volume PET (polyethylene terephthalate) bottle.Capri-Sun is a true ambassador
