On the eve of the 2013 Natural Products Expo West show, ZICO has unveiled a number of new package sizes and products designed to expand its reach among a range of new consumers and retail placements. BevNET visited the company at its headquarters in El Segundo, Calif. to get a first look at its updated line-up of coconut water drinks.
Perhaps the most significant new package for ZICO is its 1.5 L Tetra Pak, a size that, while frequently available in Europe, is the first of its kind in the U.S. Although the company already markets a 1 L package, Bill Lange, VP of marketing for ZICO, said that the new size would be positioned in grocery coolers among other future consumption products, particularly within the premium juice category. The package comes in three flavors: Original, Chocolate, and a new Strawberry Banana variety, which is made with 20 percent juice.
Among other new packages and updates, ZICO added the Dreamcap to its 11.2 oz Tetra Pak size and launched a new 8 oz. Tetra Pak for its Chocolate flavor. The 8 0z. size will be packaged in a 4-pack and primarily marketed as a product for children. The company has also reformulated its Latte flavor and introduced a few tweaks in its labeling to clearly state which varieties are is from concentrate and which ones are not from concentrate. And in preparation for what will undoubtedly be a major part of its marketing in the coming years, ZICO has incorporated its ties to the Olympics by adding the famous linked rings to the back of its products.
In this video, BevNET founder and CEO John Craven spoke with Lange about the new products and how the company will utilize the innovations as a way to engage new consumers of coconut water. Lange also discussed new national distribution of ZICO as a part of the Coca-Cola system, and its Team ZICO marketing initiatives, along with an upcoming endorsement deal with well-known Olympic athlete.
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