Madonna Welcomes Rihanna to the Vita Coco Family

New York, NY (May 11, 2011) – Vita Coco, the nation’s best-selling coconut water and one of the fastest-growing beverage brands in the U.S., today announced that Rihanna will be featured in the company’s national advertising campaign launching this summer.

Rihanna joins Vita Coco’s rock-star list of brand loyalists, including Madonna and Red Hot Chili Peppers frontman Anthony Kiedis, both of whom are investors in Vita Coco and consider it their all-natural, super-hydrating drink of choice.

“Rihanna is a natural fit for the Vita Coco brand and I’m so happy to have her on the team” says Madonna.

“I love Vita Coco!  It’s real coconut water from hand-picked coconuts.  It’s delicious and so good for you!” says Rihanna.

With summer’s hottest days right around the corner, consumers are following Rihanna and Madonna’s lead in choosing Vita Coco as their all-natural source of hydration.   Vita Coco, which is Never from Concentrate and contains the five essential electrolytes, 15 times the potassium of a traditional sports drink, and 100 percent of the daily requirement of vitamin C, delivers super-hydration functionality with every sip.

About Vita Coco:

Vita Coco® is the brand that started America’s craze for fresh coconut water.  In the U.S. Vita Coco is sold at over 20,000 retailers including Whole Foods Market, GNC, Kroger, Publix, Ralph’s, Stop & Shop/Giant, Costco select Wal-Mart stores and many chain and independent groceries.  It is also sold in most major U.S. airports and university campuses, as well as online at

Available in six great tasting flavors – Pure, Açaí & Pomegranate, Tangerine, Passion Fruit, Pineapple and Peach & Mango – Vita Coco was founded in 2004 and is based in New York City.

For more information about Vita Coco and its role in summer hydration, visit