Vita Coco to Be Given Away on JetBlue Airways Flights

NEW YORK–(BUSINESS WIRE)–In fall 2009, Vita Coco became the first-ever fresh coconut water to be sold at U.S. airports. Today, Vita Coco co-founder and CEO Michael Kirban announced that Vita Coco will be the first coconut water available on a domestic airline, served as a complimentary beverage on all JetBlue Airways flights starting in September.

“Smart travelers stay properly hydrated,” says Kirban, who travels over 150,000 miles per year himself, jetting between the coasts, Brazil, the U.K. and Asia. “And now, whether you’re at the terminal or in a JetBlue cabin, you can enjoy the refreshing benefits of Vita Coco. The brand was the first coconut water in airports, and is now the first in-flight.”

New York-based nutritionist Dana James, MS, CNS, CDN, notes “we know hydration is a must, but what if you could accelerate your body's ability to hydrate? That’s exactly what coconut water does, as it is abundant in potassium which allows water to be transported into cells.”

During the months of September and October, Vita Coco will be offered as a complimentary beverage to customers who ask for it. To help inform JetBlue travelers about Vita Coco and the benefits of coconut water, the beverage company and airline will air an in-flight commercial titled “The Hard Way” on Ch. 41 PlusTV of JetBlue’s signature seatback TV’s.

The commercial was produced in consultation with Academy Award-nominated director Spike Lee. Lee is also a loyal JetBlue customer and a TrueBlue member.

“JetBlue Airways is proud to partner with Vita Coco and we will continue to offer more options for our customers,” says Marty St. George, SVP commercial and marketing, JetBlue Airways. “This tasty beverage is a great brand fit and our customers will enjoy the coconut water’s hydration properties, together with our free snacks, 140 plus channels of free live entertainment and the friendliest customer service in the skies.” He also notes the novelty commercial reaches thousands of customers nationwide on a daily basis.

About Vita Coco

Vita Coco is the U.S. leader in fresh coconut water sales, with over 60% market share (source: Merrill Lynch/Bank of America). In the U.S., Vita Coco is sold at over 17,000 retailers nationwide, including Whole Foods, GNC, Giant Eagle, Kroger, Ralph’s, Shaw’s, Stop&Shop/Giant, Hannaford Supermarkets, select Wal-Mart stores and many chain and independent groceries and retailers. Vita Coco is also sold in over a dozen major U.S. airports, university campuses in the Northeast and California, as well as online at Visit for more information.

About JetBlue Airways

Voted "Most Eco-Friendly Airline" by Zagat’s Airline Survey in 2008 and 2009, New York-based JetBlue Airways has created a new airline category based on value, service and style. In 2010, the carrier also ranked “Highest in Customer Satisfaction Among Low-Cost Carriers in North America” by J.D. Power and Associates, a customer satisfaction recognition received for the sixth year in a row. Known for its award-winning service and free TV as much as its low fares, JetBlue is now pleased to offer customers Lots of Legroom and super-spacious Even More Legroom seats. JetBlue introduced complimentary in-flight e-mail and instant messaging services on aircraft “BetaBlue,” a first among U.S. domestic airlines. JetBlue is also America's first and only airline to offer its own Customer Bill of Rights, with meaningful and specific compensation for customers inconvenienced by service disruptions within JetBlue’s control. Visit for details.