Vita Coco Announces New Tropical Fruit Flavor

Summer’s latest taste of the tropics: Vita Coco with Tropical Fruit
America’s favorite coconut water introduces new flavor this May 2011

March 11, 2011 – New York, NY – Long before coconut water became a lifestyle staple for pro-athletes, celebrities and in-the-know consumers, it was a daily part of the Brazilian diet and their culture’s everyday ‘taste of the tropics.’ Vita Coco, the original and best-selling coconut water brand, today announced a new flavor: Vita Coco with Tropical Fruit, inspired by the tropics but created for active, health-conscious, taste-savvy American consumers who have made drinking coconut water a part of their own daily regimen.

The announcement was made today by Vita Coco co-founder and ceo Michael Kirban at the Natural Products Expo West convention in Anaheim, California. “Tropical Fruit is a refreshing, subtly-sweet blend of coconut water, guava, pineapple, dragon fruit, orange and grape, that offers the same potassium-packed, electrolyte-rich hydration that consumers expect from the Vita Coco brand,” says Kirban.

Tropical Fruit will be available nationally at major groceries and other retailers starting in May 2011. The beverage will be available in two sizes:
• a 17-ounce/500 ml unit with a re-sealable screw top and a suggested retail price of $2.79, perfect for individual use.
• a 34-ounce/1 liter unit with a re-sealable screw top and a suggested retail price of $4.99, perfect for family use or entertaining.

In addition to Tropical Fruit, Vita Coco offers Pure, Pineapple, Peach & Mango, Orange, Açaí & Pomegranate and Passion Fruit flavors. For all its flavored beverages, including the new Tropical Fruit, Vita Coco uses only fresh coconut water and natural fresh fruit purees.

Vita Coco: Never From Concentrate
Vita Coco® is the brand that started America’s craze for fresh coconut water. Starting with co-founders Michael Kirban and Ira Liran selling coconut water to Manhattan’s neighborhood bodegas in 2004, to the brand’s exponential growth into a multi-million dollar brand, Vita Coco is now the coconut water brand of choice. Informed consumers, pro-athletes and nutritionists as well as in-the-know celebrities and influencers have all become quick and loyal fans of coconut water, swearing by Vita Coco for its delicious flavor, hydrating properties and replenishment benefits. Award-winning Vita Coco, which counts Madonna, Demi Moore and Matthew McConaughey amongst its investors, is one of the most sought-after products in the beverage aisle. Vita Coco is available at over 20,000 retailers nationwide, including Whole Foods, Kroger, Publix and Visit for more details.