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NEW YORK, Apr 01, 2009 (BUSINESS WIRE) — Vita Coco, the original coconut water brand, today announced the introduction of a new 500 ml size with a resealable cap, available May 2009. Prior to this, all Vita Coco flavors were available in a 330 ml Tetra Pak with a peel-away opening. Vita Coco’s Original flavor is also available in a one-liter size.
“Until now, Vita Coco was a beverage you enjoyed immediately after opening,” says co-founder Michael Kirban. “With the 500 ml size, you can enjoy a little now and a little later. We kid around that it’s agua de coco on the go-go.”
Kirban continues, “Our female consumers pushed for this, and one memorable email into our website said ‘I want to enjoy my Vita Coco all morning, taking little sips, then throw it into my handbag to enjoy later with lunch.'”
Professional athletes, celebrities and health nuts are all enjoying Vita Coco–surfing legend Kelly Slater, Desperate Housewives’ Teri Hatcher and Sex and the City star Sarah Jessica Parker among them. In just four years, the brand has grown from a New York secret into a national brand that leads coconut water sales.
“Many beverages claims to be a ‘lifestyle’ beverage,” says Kirban, “but Vita Coco really delivers: you can enjoy it with a meal, at the gym, or mixed with liquor or spirits. Some customers tell us they freeze it, and eat it like a sorbet.”
Vita Coco, all-natural, 100% pure coconut water, has for many consumers become the best alternative to sports drinks and enhanced bottled waters. One reason: the 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 retail doors nationwide, including Whole Foods, Wild Oats, Safeway, Giant Eagle, Target, Costco, Ralph’s, Shaw’s, HEB, Albertson’s and Hannaford Supermarkets. 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.) www.vitacoco.com