No Kidding: Vita Coco Launches New Children’s Line

The mock-ups have been displayed in its New York City offices since early winter, but Vita Coco decided to wait a few more months to launch a new line of kids’ drinks.

Today, Vita Coco, the number one-selling coconut water brand in the U.S., has finally introduced Vita Coco Kids to the market. Made with coconut water, filtered water, natural fruit flavors and vitamin C, the beverages, which come in wedge-shaped 6 oz. Tetra Pak containers with an attached straw, will hit shelves beginning in July.

Vita Coco co-founder Mike Kirban cited his two young children as the inspiration for the new line.

“After becoming a parent it was frustrating to see how many artificial, sugary drinks were being marketed to children their age,” Kirban said in a statement. “I knew Vita Coco could create a healthier drink for kids, and we did.”

Vita Coco Kids comes in three flavors  – Apple Island, Paradise Punch and Very Cherry Beach — and will be sold in 6-packs for a for a suggested retail price of $4.99. The products will be distributed nationwide at major retailers including Target and Amazon.com, and the new line will roll out in Wegmans and Safeway stores in the coming months. The launch is being supported by an out-of-home advertising campaign in several major markets.