ZICO Pure Premium Coconut Water Going into Target Nationwide

BevNET.com Staff|January 19, 2011 4:09 pm

Hermosa Beach, CA – Fresh off a highly successful 2010, ZICO Pure Premium Coconut Water was recently selected as the only coconut water to be sold nationally in Target. Beginning in February 2011, ZICO Pure Premium Coconut Water will be offered in over 1,700 Target stores across the country.

“We are extremely excited to bring the ZICO line of all natural premium coconut waters to Target,” said Mark Rampolla, CEO of ZICO Beverages. “We believe that this will be a mutually beneficial partnership and we are flattered that Target chose us as the sole coconut water to support their nationwide brand.” Other recent retail wins for ZICO include Fresh & Easy, Wegmans and Safeway.

The landmark Target distribution aligns perfectly with ZICO’s impressive growth over the last year. Case in point: at the end of 2010, ZICO’s 14 oz. Natural Coconut Water, which received BevNet’s award for Best Package Design in 2010, finished as the number one selling item in the entire coconut water category in the hyper-competitive New York market. Also, after launching in Safeway stores in the Fall of 2010, ZICO has quickly become the number one selling brand in Safeway’s Natural Healthy Beverages segment, driven by the growth of ZICO’s newly re-launched one-liter package. It is this continued innovation and explosive growth that contributed to Rampolla being named “Innovator of the Year” by BevNet in December.

ZICO is currently available in Natural, Pomberry, Lima Citron, PiñaTropicale and Tao Mango flavors, the latter two of which were launched in late 2010 to fulfill the growing demand for flavored coconut waters. Unlike other coconut water brands, however, ZICO does not add any sugar, juice or puree to create their flavored coconut water. As a result, ZICO’s great tasting flavor innovations have 40% fewer calories per oz. and nearly 50% less sugar per oz. than other leading coconut water brands.

“We are excited for 2011, as we will continue to bring innovative new products and packages to ZICO’s consumers and our retail partners,” said Rampolla.

ZICO’s track record of success, growth and innovation makes it an ideal retail partner for Target, the premier shopping destination for outstanding value, continuous innovation and an exceptional guest experience.

About ZICO Beverages, LLC.
Founded in 2004 by Mark Rampolla, ZICO Beverages, LLC. (pronounced Zee-co) is the maker of ZICO Pure Premium Coconut Water. With five essential electrolytes, more potassium than a banana and, low acidity, zero fat, zero added sugar, and zero cholesterol, ZICO is the all natural, refreshing way to hydrate and replenish. And now that ZICO is the only major brand of pure premium coconut water available in a re-sealable, recyclable, on-the-go bottle, it truly is the ultimate hydration drink. ZICO is headquartered in Hermosa Beach, Calif. For more information, visit http://www.zico.com.

http://twitter.com/PurpleGraceTea Purple Grace Tea

Congratulations on this distribution win!
Jeff L

looks like diversity at Target is dead, next you will only be able to get Kelloggs not General Mills, and then watch out only Tide Soap. Shame on you target for not even giving other products a chance.
Jimkelly00

I would like to have more then one choice of the products offered from any retail store.

Jim K
Timothy

When retailers fail to provide choices customers will choose to go other places to get what they want. Why only one coconut water? What is Target and Zico afraid of? One more reason to shop less at Target!
ScoTri

Wow, target practicing exclusivity. This doesn’t make sense for the consumer. Less choice means less competition, which results in higher prices to the consumer. Long term poor decision, will hurt Target and consumers.
Calling it how I see it

You work for ISO-5. Jealous?
Lynne

This doesn’t seem right…don’t we have a right to choice?? I agree with Timothy…my business will be swayed elsewhere.
Kris

What is ISO-5? and why dosen’t Zico want the competiton? Why do you Mr. “Calling it how I see it” hide behind a pseudonym?
Bjanuzzic

Target can sell whatever the hell it wants and people will keep coming and coming and coming…..live with it everybody.
Lisaannloz

I would just really like to know if any of these retailers have actually tasted this stuff or just jump on the band wagon because of the company behind it – it is not anything that anyone would quench their thirst with after a vigorous workout – I have purchased it for my kids as a healthy replacement for gatorade to take with to all their sporting events and I had to throw it all out. I could not give it away. I don’t care how nice the packaging is or what you try to flavor it with the fact is that is tastes terrible. Has anyone at Target or Bevnet for that matter tasted this stuff????????
Lou

What is ISO-5??????
William

Too bad Target did not read the reviews on Amazon before they decided to put this stuff in all their stores. The sad part is that all these people will never try coconut water again after having such a bad experience.
LKG

ISO-5 is an All Natural Sports and Everday Drink powered by Young Green Coconut Water. It is a ISOTONIC and has ALL 5 Essential Electrolytes. Comes in 5 flavors. Limon, Citrus, Passion Fruit, Cherry, and Pineapple.
Mac

Just like LKG said. Jeff L (presumably Lozinski) is the director of sales and marketing for the brand. LKG probably works for the brand too since he/she recited their pitch so perfectly (including capitalization of the important words).

Pretty unprofessional to rag on the competitor, especially when ISO-5 is a drop in the bucket (both in sales and flavor — it tastes like candy) compared with the other brands.

Oh, and Target’s beverage aisle has hardly been an open place. How many non Coke, Pepsi, Dr Pepper, or private label (aka archer farms) products are on their drink aisle? Can you say zero?
Mac

Just like LKG said. Jeff L (presumably Lozinski) is the director of sales and marketing for the brand. LKG probably works for the brand too since he/she recited their pitch so perfectly (including capitalization of the important words).

Pretty unprofessional to rag on the competitor, especially when ISO-5 is a drop in the bucket (both in sales and flavor — it tastes like candy) compared with the other brands.

Oh, and Target’s beverage aisle has hardly been an open place. How many non Coke, Pepsi, Dr Pepper, or private label (aka archer farms) products are on their drink aisle? Can you say zero?
LKG

LKG does not work for ISO-5, but myself and my family drink the product and fully support it. I did indeed copy my reply of the description of ISO-5 in order to correctly identify the product.

Quite frankly “Calling It How I See It” appears to have begun the “unprofessional..rag on the competitor” when “Jeff L” was simply making a comment that people should have a choice in the products they buy in a store…not identifying any coconut water product in his comment.
JRL

I’ve had Zico, O.N.E, and ISO5. ISO5 is simply the better product. While I’d love to see Target pick up ISO5 out here on the west coast (I live close to a Target), I’ll keep ordering it online in the meantime. I drink ISO5 after my morning run.
Jeff L

LKG Thanks for your support. My original issue was a concern over Targets alleged practice of excluding other products, Never taking aim at any other product. I welcome the competition and would never try to exclude a product that has health benefits. I believe the consumers should have a choice and Coconut Water drinks should be more widely used. I applaud VIta Coco, Zico, O.N.E, Amy and Brians, CoCo and all the other products for helping bring awareness to its natual health benefits.
Dr. Tim

Hi, I am Dr. Tim CEO of Dr. Tim’s Juices and ISO-5 is our product. You can see more about our ISO-5 at http://www.drtimsjuices.com or even http://www.iso-5.com.

ISO-5 is a great product because as the posts mention it tastes good, heck even our detractors think it tastes like “candy”. We have a lot of loyal customers and the demand for ISO-5 is growing each day. Some of our accomplishments with ISO-5 include national retail distribution, growing acceptance among the professional athletes both by athlete and by team, a Stanley Cup championship under our belt, sold in Bally Total Fitness Clubs, it tastes great and that is just some of what is happening for ISO-5. Keep watching because we have a lot more great things set to unfold this year.

I would like to know why “Calling it as I see it” is so negative about our ISO-5? It is true that we are not backed by a large multi-national beverage giant and we don’t seek to eliminate the competition through back-room deals or special concessions. We just work for the opportunity to play regardless of the size of the bucket. Additionally we do not “rag on the competition” we just “call it like we see it” by how our customers respond. Frankly we want Zico to be in Target, just not exclusively. In every taste test ISO-5 comes out as the winner, and that is a fact. Customers buy it because they like it, so why not let customers get what they want at Target?

To “Calling it as I see it”, obviously you have tasted our ISO-5, you have access to more information than what has been divulged in this forum as to who our Director of sales Jeff L. is and you have taken a very defensive position on this whole issue. Who do you work for, Bevnet?, Zico? just asking.

In the end ISO-5 is a great coconut water drink. I invite everyone to try it and even compare it to the others. The coconut water market is a growing and yet undefined beverage category and ISO-5 is making its mark even if it is one “drop” at a time. Eventually all of those drops will fill the bucket!

Have Fun, Drink More (ISO-5), and Live Active!

Dr. Tim
rachel

I drink coconut water regularly for the benefits but haven’t been happy with the taste. I was looking for something different when I found Iso5 from their website. It tastes much better and I would love to see it carried in more stores nationally. Where else can I find it?
Michelle

I agree with Rachel, ISO5 tastes better than any of the other coconut water drinks I’ve tried. I live out west and buy ISO5 from the manufacturer’s website. Would love to be able to buy it at Target, or a competing retailer.
Anthony

Target has been carrying VitaCoco in limited stores across the nation.

This story is sharing that Zico will be chain-wide.
Lori

To Calling it how I see it ~ in response to this comment you made…”Oh, and Target’s beverage aisle has hardly been an open place. How many non Coke, Pepsi, Dr Pepper, or private label (aka archer farms) products are on their drink aisle? Can you say zero?”

I work @ Target & in addition to the one beverage aisle which houses carbonated sodas (in addition to other NON-carbonated sodas), there is also another beverage aisle, which is actually along the wall covering SEVERAL feet that houses many other drinks (none of which are carbonated sodas), including several forms of natural water. So your last question – “Can you say zero?” – is dead wrong. The true answer is a true VARIETY of other non-carbonated beverages.
Roland

You clearly didn’t read the post. The point was not that they don’t have variety of carbonated and non-carbonated beverages, but that they are ALL products from the large beverage and CPG companies.
Michelle

That makes sense. You, the retailer, decide to bring in not just one new brand in an emerging category where shelf space is at a premium but two or even three right off the bat. Just keep those fingers crossed and hope and pray that these start-up wildcard brands with limited marketing dollars can supplement at least maybe 2% of the Red Bull and Nesquik sales that were lost when you had to boot them to make shelf space.

Maybe Target is hiring? I’m sure they’re always in need of a business savvy mind like yours.

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