Capri Sun aims to re-establish direct control over its UK sales and distribution, signifying a strategic departure from Coca-Cola Europacific Partners.
- The transition aligns with Capri Sun’s global strategy to consolidate operations across several European countries, reflected in recent similar moves.
- Capri Sun will reintegrate its sales functions in the UK while maintaining a production relationship with Coca-Cola until the end of 2024.
- The company plans a significant £36 million investment to support this transition and future product innovations.
- Capri Sun’s CEO expresses a commitment to aligning future strategies with sustainability and consumer health trends.
Capri Sun is implementing a strategic change by assuming direct control over its sales and distribution processes within the United Kingdom, effectively ending its commercial partnership with Coca-Cola Europacific Partners (CCEP). This decision is part of a broader initiative to manage its operations independently and strengthen ties with its customer base.
This shift mirrors Capri Sun’s international strategy, which has seen the company take back similar control in markets such as Switzerland, Austria, the Middle East, China, and Poland over the past five years. By consolidating its operations in countries including France, Monaco, the Netherlands, Belgium, Luxembourg, Sweden, Spain, and Portugal, Capri Sun aims to be closer to its customers and accelerate growth.
Despite the transition in sales and distribution roles, Capri Sun will continue leveraging CCEP’s production capabilities in Great Britain, maintaining this arrangement until the culmination of 2024. This continuity ensures stability in product manufacturing during the UK’s operational shift.
Financially, Capri Sun is committing an investment of £36 million in 2024 to facilitate this transition effectively. The investment will not only support operational changes but will also fund the development of innovative product lines, such as recyclable pouches and low-sugar drinks, reflecting the brand’s focus on sustainability and health-conscious products.
Roland Weening, CEO of Capri Sun, emphasized the importance of this strategic evolution by stating, ‘CCEP has been a successful cooperation over the years. We have concluded on both sides that the future needs both companies to focus on their own brands.’ This outlook highlights Capri Sun’s dedication to refining its brand identity and product offerings to better meet market demands.
Capri Sun’s strategic direction underlines its commitment to brand autonomy, innovation, and close consumer relationships as it transitions UK sales in-house.
