Capri Sun has launched a limited-edition Big Pouch that holds three times more juice than the classic 6-oz pouch, responding to persistent consumer requests for a larger format. The 24-oz refillable, resealable pouch maintains the brand's iconic features including the metallic appearance and poke-through straw, while adding a zipper for easy refilling.
- Nearly 80% of recent fan requests asked Capri Sun to increase its pouch size
- The Big Pouch holds 24 oz (recommended fill: 20 oz), roughly three times the capacity of the classic 6-oz pouch
- The limited-edition format includes a press-to-close zipper for refilling while maintaining the iconic straw entry point
- Priced at $6, the Big Pouch was sold empty exclusively through Walmart.com with daily drops from September 21-24
- The pouch uses a high-grade multilayer film to preserve the original's appearance, feel, and structural performance at the larger size
Capri Sun is testing how far consumers’ attachment to its familiar foil pouch can stretch. The Kraft Heinz brand has introduced a limited-edition Capri Sun Big Pouch, a reusable, resealable version of the package designed to hold roughly three times as much juice as the classic 6-oz pouch.
The new format is sold empty, allowing consumers to fill it themselves with Capri Sun. The brand recommends using larger formats, such as its 64-oz juice jugs, to refill the package. Measuring about 6.125 in. wide by 9.08 in. high, the pouch has a total capacity of 24 oz, although Capri Sun recommends filling it with 20 oz “for a comfortable fill.”
According to Claire Lukaszewski, associate director, brand communications, Hydration Portfolio for Kraft Heinz, the format grew out of persistent consumer requests for a larger pouch. Capri Sun says nearly 80% of recent fan requests related to package size have asked the brand to go bigger.
“Capri Sun fans have strong feelings about the pouches that shaped their childhoods, and that passion plays an important role in how we think about innovation,” Lukaszewski says. “There’s an emotional connection to this brand that spans generations, and we don’t take that for granted. We want our fans to have a meaningful role in shaping what we do, and the Big Pouch is one way we’re putting that belief into practice.”
Turning that demand into a much larger, refillable pouch required changes beyond simply increasing its dimensions. The pouch retains some of Capri Sun’s most recognizable features, including its metallic appearance, flexible format, and poke-through yellow straw. But several elements had to be reconsidered for the larger size.
“Since the Big Pouch is designed to hold three times the juice of a classic Capri Sun pouch, we supersized each element, including the straw and its entry point,” Lukaszewski explains.
Capri Sun’s limited-edition Big Pouch, shown alongside the classic 6-oz format, is designed for a recommended 20-fl-oz fill and adds a resealable zipper while retaining the brand’s familiar yellow straw.Capri Sun
While Capri Sun did not disclose the laminate structure used for either the standard pouch or the Big Pouch, Lukaszewski shares that the company selected and tested a high-grade multilayer film specifically for the larger package to reproduce the appearance, feel, and structural performance of the original format.
Unlike the traditional Capri Sun pouch, the Big Pouch adds a press-to-close zipper across the top. Consumers can fully open the pouch to refill it, reseal it for storage or later use, and still drink through the separate straw entry point without reopening the zipper.
Maintaining the tactile experience of the smaller pouch was also part of the development work. “We know that the slurping and squeezing of a Capri Sun pouch is as essential to the experience as the actual juice is, so keeping that experience intact was a top priority for this launch,” Lukaszewski says. “Apart from its refillable and resealable nature, fans can expect the Big Pouch to behave just like the classic Capri Sun pouch fans know and love.”
Because the Big Pouch is being sold empty, it is not running through Capri Sun’s conventional beverage filling operation. A third-party vendor packages one empty pouch and one coupon for free Capri Sun in a custom mailer for shipment to consumers. Capri Sun says the package is treated as a non-food item in this configuration, with standard food-safety and handling protocols followed by the vendor.
The $6 limited-edition Big Pouch was released exclusively through Walmart.com in a series of daily drops from Sept. 21 through Sept. 24. Capri Sun is asking purchasers to share feedback using #CapriSunBigPouch, with consumer response helping determine whether the larger format eventually becomes a permanent part of the line. PW
