Sales of Capri-Sun, a famous fruity drink, are booming. In 2017, they increased by 20% according to Coca-Cola European Partners, which markets them. And the first to advertise it? French rappers. The name of the drink recurs in 14 popular songs among young people.
“Go ahead plant the straw, plant the straw in the Capri-Sun”, intones the rapper Boy Bandit. On Edinho’s side, the lyrics state “posed in the neighborhood, farted at the Capri-Sun, it’s good already. I see myself in the tropics, deckchair with the sun…”. Words accompanied by images, hard to miss the small flexible gourd and its straw in the clips.
Too much sugar
As a result, the Capri-Sun floods the playgrounds. “We can see it in the neighborhoods, everywhere they have it. Making a chorus on it, we thought it was going to be catchy, that it could touch a lot of people. It worked, the parents tell me that at because of me, their children only want Capri-Sun,” Edinho told Slate.
The problem in all this? The composition of the drink is not to the taste of nutritionists.”The packaging, like the advertising spots, evoke a “delicious drink with fruit juice and mineral water”. This communication is careful not to mention the proportion of sugar represented by a pouch. With more than three sugar cubes per serving (19g), the drink contains almost as much as Coca-Cola. Fruit juices are based on concentrate and constitute only 12% of the final product”, writes the NGO food watch on its website.
A quantity of sugar which represents “practically” the daily intake recommended by the World Health Organization (WHO). Excessive sugar consumption increases the risk of cavities, overweight and liver disease.
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