Goin’ Nuts for Tangerine: Vita Coco Appeals to Growing Demand New Citrus Flavor

New York, NY – October 11, 2007 – Vita Coco, the original coconut water and one of the fastest-growing lifestyle and alternative sports beverages in the country, today announced the introduction of a new flavored coconut water: Vita Coco Tangerine. Like all Vita Coco beverages, new tangerine flavor is 100% natural and will be sold at all the brand’s current retail doors within the next few weeks.

“Consumers love our flavored coconut waters,” says Vita Coco co-founder Michael Kirban, “ and they’ve been inquiring for the past year about what new flavors are coming out. Well, we responded to the consumers and Vita Coco Tangerine is here!” Vita Coco is the only coconut water on the market that uses only 100% natural fruit purees as flavoring.
Kirban notes that while pineapple remains the brand’s best-selling flavored coconut water, second only in sales to the original Vita Coco, he is expecting strong sales from Tangerine. “We expect some buyers to choose Vita Coco Tangerine over a morning orange juice—it’s less acidic and you can enjoy it during a morning workout.”
Vita Coco Tangerine has the electrolyte count—particularly potassium—that consumers have come to expect from the brand. It also has 220% of the recommended daily allowance of vitamin C, and no added sugar.
Vita Coco, pure, 100% coconut water, has for many consumers quickly become the best alternative to bottled waters and sports drinks. The Vita Coco brand launched in 2004 and was initially sold only in health food stores. By 2006, the brand broke through into mainstream groceries and was selling in over 3,000 retail doors nationwide. In 2007, Vita Coco is now sold in over 4,000 retail doors nationwide, including Whole Foods, Wild Oats, Target, Ralph’s, Shaw’s, HEB, Albertson’s and Meijer.

About Vita Coco: Vita Coco promises to rehydrate the world one coconut at a time. The beverage has a single ingredient—coconut water—with no preservatives, added sugars, juices, water or coloring. Coconut water, not the same as coconut milk, is extracted from young, green coconuts, is fat and cholesterol free, high in potassium, contains alkalinizing minerals such as magnesium and calcium and is excellent for replacing electrolytes or rejuvenating the body. In addition to natural coconut water, the company offers four flavors including Vita Coco with Passion Fruit puree, Vita Coco with Peach and Mango puree, Vita Coco with Pineapple puree and new Vita Coco with Tangerine puree. Vita Coco is the #1 selling coconut water in Tetra-Pak (source: SPINScan, 52 weeks ending 8/11/2007. SPINS is a market research and consulting firm for the Natural Products Industry.). www.vitacoco.com or (877) VITA-COCO