Capri Sun is reclaiming its sales and distribution functions in the UK from Coca-Cola Europacific Partners as it seeks closer customer ties and growth.
- This strategic shift will extend across several European countries, returning operations in-house starting next March.
- Coca-Cola Europacific Partners will continue co-packing for Great Britain until the end of 2024.
- Capri Sun has already taken similar steps in Switzerland, Austria, the Middle East, China, and Poland over the past five years.
- Chief Executive Roland Weening outlines future plans involving recyclable packaging, low-sugar products, and a significant investment of £36 million in 2024.
Capri Sun is set to reclaim its sales and distribution responsibilities in the UK, effectively ending their ongoing partnership with Coca-Cola Europacific Partners (CCEP). This strategic decision aligns with Capri Sun’s ambition to establish closer ties with its consumer base and facilitate accelerated growth. In a broader operational shift, Capri Sun is moving to bring these functions back in-house not only in the UK but across other European territories like France, Monaco, the Netherlands, Belgium, Luxembourg, Sweden, Spain, and Portugal. This transition is scheduled to commence next March, marking a significant reorganization aimed at enhancing the company’s market agility and consumer responsiveness.
Coca-Cola Europacific Partners will maintain its role as a co-packer for Capri Sun’s products in Great Britain up until the end of 2024, ensuring a seamless transition in the beverage supply chain. This move mirrors Capri Sun’s recent strategies in Switzerland, Austria, the Middle East, China, and Poland, where it has successfully resumed control over its distribution and sales channels over the past five years.
According to Roland Weening, CEO of Capri Sun Group Holding AG, the collaboration with CCEP has yielded positive results over the years. However, both parties have mutually acknowledged the necessity to concentrate on their respective brands moving forward. Part of Capri Sun’s forward-looking strategy includes the introduction of recyclable pouches and the development of low-sugar beverage options. Such endeavors are supported by a planned investment of £36 million in 2024, aimed at sustaining these innovative transitions and furthering Capri Sun’s commitment to sustainability and product diversification.
Capri Sun’s strategic shift to reclaim control over its distribution underscores its dedication to innovation and growth.
