Vita Coco Announces Four New Retail Partners

New York, NY – May 11, 2010 – Vita Coco, the nation’s best-selling fresh coconut water, today announced the brand’s availability at four new retailers: Wegmans, The Fresh Market, Harris Teeter and GNC. Vita Coco started with a ‘test run’ in select GNC stores in February, and the relationship has now grown to over 2,000 stores, supporting the brand’s reputation as one of the fastest-growing lifestyle beverages in the U.S. Vita Coco is the favorite amongst fans of coconut water, with over 60% market share.*

“Cold, fresh coconut water is the hottest category in the beverage aisle” says Vita Coco co-founder and ceo Michael Kirban, who notes that despite the category and the brand’s rapid growth, “there are many new markets in the U.S. that have yet to experience Vita Coco. We’re hoping to bring it to them soon, so that more American consumers can enjoy the flavor and benefits of coconut water.”

Citing the lineup of new retailers as exceptional, Kirban, notes that “they talk to a loyal shopper who swears by their local store’s quality and service. We’re proud they’ve all chosen to carry the Vita Coco brand and intend to support them with the breakout grassroots sampling and product education for which this brand is known.”

Vita Coco is now sold at over 17,000 retailers nationwide, including Whole Foods Market, Safeway, Giant Eagle, Ralph’s, Shaw’s, Stop&Shop/Giant, HEB, Hannaford Supermarkets, ACME and Shop Rite, as well as on

About Vita Coco

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: an 11.2-ounce/330-ml serving size of Vita Coco contains almost 700 mg of potassium, approximately 15 times more than the average sports drink in a similar serving size.

Vita Coco was founded by longtime friends Michael Kirban and Ira Liran in 2004 and is based in New York City. The Vita Coco brand is a leader in the natural-functional beverage category and is the #1-selling coconut water in the U.S. with over 60% market share (*source: Merrill Lynch/Bank of America).

Of all the coconut water brands presently sold in the U.S., Vita Coco is the only brand with its own production facility, allowing Vita Coco to directly manage quality control, new flavor development and special packaging.