Capri Sun Answers Years of Fan Requests with New 96-Oz Multi-Serve Bottle Format

Consumer Demand Drives Major Product Expansion

For nearly a decade, Capri Sun remained largely unchanged in its signature pouch format. However, the brand’s customer service team witnessed a clear trend: between 2020 and 2023, approximately three-quarters of all suggestions to the Capri Sun call center centered on a single request—consumers wanted a larger serving size. This overwhelming feedback revealed a significant gap in the market and presented an opportunity that could not be ignored.

Introducing New Capri Sun Multi-Serve: Bigger Taste, Bigger Value

The wait is finally over. The brand has responded to this sustained consumer interest by introducing new Capri Sun Multi-Serve, a 96-ounce bottle featuring the brand’s best-performing flavor: Fruit Punch. Available now at club retailers including BJ’s Wholesale Club, Sam’s Club, and select Costco locations, this offering represents the brand’s most substantial product development since the mid-2010s.

Each Multi-Serve bottle delivers the equivalent of 32 individual pouches, arriving in a convenient two-pack format designed for value-conscious shoppers. This larger packaging caters to families and group settings—from summer barbecues to dinner tables—offering flexibility that the original pouch design could not provide.

Reshaping Consumer Behavior in the Ready-to-Drink Category

The expansion into larger formats positions Capri Sun within the $38 billion Ready-to-Drink beverage sector, a market segment experiencing sustained growth. Club retailers have become increasingly important to consumers seeking bulk purchases and better value, particularly among households looking to maximize their purchasing power.

Jordan Mann, Senior Brand Manager at Capri Sun, noted that the new product acknowledges a fundamental shift: “Adults who grew up enjoying Capri Sun have outgrown the pouch size, but their attachment to the brand remains strong. This Multi-Serve bottle lets us serve an older demographic while maintaining our core appeal to families with children.”

Strategic Timing and Market Opportunity

The launch arrives at a particularly strategic moment in the consumer beverages landscape, where bulk-buying habits have intensified and value-seeking has become paramount. By partnering with major club retailers, Capri Sun gains direct access to millions of shoppers already predisposed to purchasing larger quantities and evaluating price-per-ounce metrics.

This new capri sun offering represents more than a size expansion—it signals the brand’s willingness to evolve beyond its original positioning while staying true to the core flavor profile that built its loyal customer base over decades.