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Capri Sun Group has announced that it will take back the sales and distribution of its pouch drinks for children in Western Europe next year. The move will end Capri Sun’s sales and distribution arrangement with Coca-Cola Europacific Partners (CCEP). Beginning in March 2024, the company will sell and distribute its drinks in France, Monaco, Great Britain, Netherlands, Belgium, Luxembourg, Sweden, Spain and Portugal. Around five years ago, Capri Sun began its strategy to be closer to the market by taking the sales and distribution back in-house in Switzerland, Austria, the Middle East, China and Poland. This so-called “direct” strategy was implemented to allow Capri Sun to be more agile and responsive in a dynamic environment, allowing a full focus on developing its business. The children’s drinks brand has recruited 70 new employees, who will now focus on preparing for the transition. Roland Weening, CEO of Capri Sun Group, said: “CCEP has been a terrific partner for more than a decade, and we are grateful for the successful cooperation over the years. We have concluded on both sides that the future needs both companies to focus on their own brands.” Weening added that Capri Sun is planning the launch of recyclable pouches as well as more low-sugar products, with an additional €42 million to be invested in 2024 to support these initiatives. CCEP and Capri Sun will continue to work closely together to support customers, both to deliver on 2023 business and growth plans and throughout the transition next year. CCEP will continue to co-pack Capri Sun in Great Britain for the GB market until the end of 2024.