They’re pouch-maxxing.
Capri Sun — the juicy staple of 1990s school lunches — is dropping its most massive product yet, a giant metallic juice pouch meant to celebrate the last official days of summer. Called the Capri Sun Big Pouch, it’s the largest single item ever made by the drink brand, which celebrates its 58th anniversary this year.
But there’s a twist:
Unlike normal Capri Sun pouches, this one doesn’t have any juice inside it. Fans can buy the $6 metallic pouch, which stands nine inches tall and holds 24 ounces of liquid, starting Monday, Sept. 21 at Walmart.com.
From there, they can fill — and refill — their nostalgic sippy sack with anything from Capri Sun to iced coffee, filtered water or even a nice splash of pineapple-infused vodka (when sipped legally and responsibly, of course).
The pouches will be available on the Walmart website until Sept. 24 with inventory refills happening each day — but only while supplies last.
“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,” said Claire Lukaszewski, associate brand director of Capri Sun, in a statement.
“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.”
Kraft Heinz — the company that manufactures and distributes Capri Sun products in the United States — calls the Capri Sun Big Pouch “fans’ No. 1 request.”
The company revealed that its biggest supporters submitted thousands of appeals for a larger pouch, and that 80% of all customer feedback was specifically tied to a reusable pouch and / or a mega-drink.
Because of this demand, the company said they’re exploring making the big, reusable pouch into a permanent Capri Sun offering.
“Fans can share feedback using #CapriSunBigPouch to help determine whether the Big Pouch earns a permanent spot in the Capri Sun lineup,” the company said.
It’s not the first time that Capri Sun has admitted that when it comes to juice packs, size does matter.
Just two years ago, Kraft Heinz dropped its Capri Sun Multi-Serve, a 96-fluid-ounce jug worth about 32 pouches of fruit punch.
Capri Sun has also tested the sugary waters of fashion collaborations.
Last year, designer Christian Siriano released a limited-edition $200 “pouch purse” with the brand and debuted it on his September catwalk. And this spring in London, rising runway star Chet Lo made Capri Sun clutches for his catwalk show, with proceeds from the stylish sippers going to support children caught in global war zones.
At just $6, this new Walmart version could be a chance for the trend to go mainstream.
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