Vita Coco coconut water was the first 100% natural coconut water introduced in the US, Canadian and UK markets and continues to be the market leader in this rapidly expanding beverage category. Vita Coco coconut water is a better source of electrolytes than the leading sports drink and is all natural with no artificial ingredients. With nearly two bananas worth of potassium per serving, there is no better way to hydrate your body than an ice cold Vita Coco.
Harmless Harvest, which pioneered and leads the super-premium segment of the coconut water category, has filed a lawsuit claiming that labels and packaging for Vita Coco’s new Coco Community line are “confusingly similar” to its own.
The plaintiffs claim that because some Vita Coco products are manufactured in other countries, including the Philippines, and Malaysia, All Market “is unjustly enriched by continuing to market and sell its [coconut water] in a way that misleads consumers into believing that all Vita Coco is Brazilian, manufactured in Brazil and made from Brazilian coconuts.”
Coconut water titan Vita Coco has announced the launch of a new advertising campaign called “Stupidly Simple,” a global marketing effort intended to simplify messaging of coconut water to that of a natural, refreshing beverage.