They’re taking pouch-maxxing to a whole new level.
Capri Sun, the juice-box alternative that defined countless 1990s school lunches, is rolling out its biggest product ever just as summer winds down. The Capri Sun Big Pouch is a supersized metallic version of the brand’s familiar drink pouch, created to mark the final official days of summer. It is also the largest single product in Capri Sun’s 58-year history.
There is one important catch.
Unlike a standard Capri Sun pouch, the Big Pouch arrives empty. Beginning Monday, Sept. 21, shoppers can purchase the $6 metallic pouch on Walmart.com. It stands nine inches tall and holds up to 24 ounces of liquid.
Once it arrives, fans can fill and refill the nostalgic oversized pouch with whatever they choose, from Capri Sun and filtered water to iced coffee. It could even hold pineapple-infused vodka, provided it is consumed legally and responsibly.
The limited-edition Capri Sun Big Pouches will be sold through Walmart’s website until Sept. 24. Inventory will be replenished daily, though 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,” Claire Lukaszewski, Capri Sun’s associate brand director, said 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, which manufactures and distributes Capri Sun products in the United States, described the Capri Sun Big Pouch as the brand’s “fans’ No. 1 request.”
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According to the company, devoted Capri Sun drinkers sent in thousands of requests for a larger pouch. About 80% of customer feedback specifically called for a reusable pouch, a mega-sized drink, or both.
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.