Capri Sun is set to regain control over its sales and distribution in the UK, concluding its partnership with Coca-Cola Europacific Partners (CCEP).
- The transition, beginning March next year, includes operations in several European countries.
- This strategic move aims to bring Capri Sun closer to its customers and boost market growth.
- Despite the operational shift, CCEP will continue to co-pack Capri Sun products in the UK until the end of 2024.
- Capri Sun plans additional investments and innovations, including recyclable pouches and low-sugar products.
Capri Sun is poised to take a significant step by regaining direct control over its sales and distribution operations in the United Kingdom. This move marks the end of a longstanding partnership with Coca-Cola Europacific Partners (CCEP), a collaboration that has been beneficial yet has now reached a mutual agreement to focus on individual brand goals.
The transition, set to commence in March of the coming year, is part of a broader strategic plan that includes restructuring operations in France, Monaco, the Netherlands, Belgium, Luxembourg, Sweden, Spain, and Portugal. This shift is designed to enable Capri Sun to “be closer to its customers and to accelerate growth,” as reported by Beverage Daily.
In the interim, CCEP will maintain its role in co-packing Capri Sun products in Great Britain, with plans to continue this arrangement until the end of 2024. This ensures a seamless transition period while Capri Sun gears up to fully handle its operations independently.
This recent decision follows a pattern from Capri Sun, which has similarly regained control over its sales and distribution networks in markets such as Switzerland, Austria, the Middle East, China, and Poland over the preceding five years. Such moves highlight the company’s strategy to consolidate its presence and streamline operations globally.
Roland Weening, CEO of Capri Sun Group Holding AG, commended the fruitful cooperation with CCEP but noted the necessity for both entities to pursue their unique brand identities. Looking forward, Weening expressed plans to launch recyclable pouches and introduce more low-sugar product options, supported by an additional investment of £36 million in 2024.
Capri Sun’s strategic operational shift marks a pivotal step towards self-reliance and market expansion.
