Capri-Sun extends contracts with Coca-Cola Enterprises

Capri-Sun’s strategy for rapid international growth with the help of strong partners has been a great success in Western Europe. Thanks to its fruitful partnership with Coca-Cola Enterprises (CCE), the leading Western European marketer, producer, and distributor of non-alcoholic ready-to-drink beverages and one of the world’s largest independent Coca-Cola bottlers, the two companies recently extended their joint contracts. CCE will continue to handle the marketing, distribution and sales for the popular Capri-Sun drink in Great Britain, France, the Netherlands, Belgium and Luxembourg.

A partner for five important markets

The solid partnership between the two companies has lasted for twenty years. The first contract between Deutsche SiSi-Werke and CCE was signed in 1994 and gave the latter the right to market the brand in Great Britain. Since then, CCE has distributed the brand under the name Capri-Sun: in the “Britain’s Biggest Brands” ranking, it has been placed within the top 100 over many years.

CCE has been distributing the beverage in the unmistakable stand-up pouch in France since 2007 and in the Benelux countries since 2009. Deutsche SiSi-Werke Betriebs GmbH is CCE’s contract partner in Great Britain, whereas CCE’s contract partner in France and the Benelux countries is Capri Sun AG, which holds the rights for all other European countries and is headquartered in Zug, Switzerland.

Growing faster than the market

“Our expansion strategy has proven itself effective for decades: in globalizing the Capri-Sun brand, we focus on working closely with companies which already have a strong position in the beverage market in the respective region,” says owner Dr. Hans-Peter Wild about the positive developments of the Capri-Sun brand in Western Europe. And in regards to the process of extending the contracts with CCE, he made the following statement: “We have established a strong partnership with CCE over many years.”

“In the markets which are very important to us, we see it as a strategic advantage to keep working exclusively with a highly regarded partner such as CCE. We want to keep creating new impetus and deliver long-term growth. We can best achieve these goals from a strong market position,” says Carsten Kaisig, CEO of Capri-Sun AG, about the benefits of their years of working together. “Both companies benefit from the successful partnership. Capri-Sun offers unique technology and products, and Coca-Cola Enterprises has considerable expertise in beverage distribution and marketing.”