Vita Coco introduces new flavor emphasizing benefits of anti-oxidants and electrolytes


NEW YORK–(BUSINESS WIRE)–Vita Coco, the original coconut water brand and one of the fastest growing lifestyle beverages in the nation, today announced the introduction of a new flavor, Vita Coco with Açaí & Pomegranate, available at retailers nationwide starting in March 2009.

“Call it the triple threat of coconut waters,” says Vita Coco co-founder Michael Kirban. “We’re combining coconut water-already rich in electrolytes-with two of the most powerful anti-oxidant rich fruits in the beverage market today. It’s a delicious alternative to any sports drink-with all the benefits active, health-conscious people want.”

Kirban notes that consumers regularly email the company, through its website, asking about new flavors and products from the Vita Coco brand. “This brand has a history of innovation,” says Kirban.

Launching in New York in 2004, Vita Coco helped carve out the mass market for coconut water in the U.S. “Since then, we’ve consistently brought new flavors to market, and we’re anticipating an enthusiastic response to this product.”

The introduction of Vita Coco with Açaí & Pomegranate marks the brand’s fifth flavored coconut water. As with all Vita Coco products, it is made with natural fruit pulp and juices, and contains no added sugars. The other Vita Coco flavors include: Passion Fruit, Peach-Mango, Pineapple, and Tangerine.

Vita Coco, all-natural, 100% pure coconut water, has become the best alternative to sports drinks and enhanced bottled waters, and is now the market leader in national coconut water sales. An 11.2 oz. serving size of Vita Coco contains almost 700 mg of potassium and approximately 15 times more electrolytes than the average sports drink in a similar serving size. Vita Coco is sold in over 10,000 stores nationwide, including Whole Foods, Wild Oats, Safeway, Giant Eagle, Target, Costco, Ralph’s, Shaw’s, HEB, Albertson’s and Hannaford Supermarkets.

About Vita Coco

Vita Coco was founded by childhood friends Michael Kirban and Ira Liran in 2004. Vita Coco is the #1 selling coconut water in Tetra-Pak. (Source: SPINScan, 52 weeks ending 11/01/08. SPINS is a market research and consulting firm for the Natural Products Industry.) The company is based in New York City.