Rihanna Collaborates with Vita Coco to Launch New Tropical Fruit Flavor

New York, N.Y. (August 3, 2011) – Today, Vita Coco, the nation’s best-selling coconut water and one of the fastest-growing beverage brands in the U.S., launched Vita Coco Tropical Fruit, in collaboration with Rihanna.  The seventh flavor in the Vita Coco portfolio, Tropical Fruit is an all-natural, luscious blend of coconut water, pink guava, orange, red dragon fruit and pineapple.

“I grew up in Barbados – so when Vita Coco approached me to help develop a new flavor, I thought we should combine the natural coconut water with fresh tropical fruits – two of my favorite things,” says Rihanna. “It tastes so delicious and reminds me of home!”

Vita Coco Tropical Fruit comes in a bright magenta TetraPak featuring Rihanna’s signature to mark the collaboration.   The pop star is also the face of Vita Coco’s national advertising campaign, which was released this past June.

Vita Coco, which is Never from Concentrate and contains the five essential electrolytes, 15 times the potassium of a traditional sports drink, and 100 percent of the daily requirement of vitamin C, delivers super-hydration functionality with every sip. Vita Coco contains no fat, no cholesterol and less sugar than an apple – ideal for consumers living healthy and active lifestyles.

Vita Coco Tropical Fruit is available on Amazon.com and at retailers nationwide in a 17 fl. oz./500 ml serving size at $2.79 SRP. For more information on where to find the new flavor, visit www.vitacoco.com.

About Vita Coco:

Vita Coco® is the brand that started America’s craze for fresh coconut water.  In the U.S. Vita Coco is sold at over 20,000 retailers including Whole Foods Market, GNC, Kroger, Publix, Ralph’s, Stop & Shop/Giant, Costco select Wal-Mart stores and many chain and independent groceries.  It is also sold in most major U.S. airports and university campuses, as well as online at Amazon.com.

Available in seven great tasting flavors – Pure, Açaí & Pomegranate, Tangerine, Passion Fruit, Pineapple, Tropical Fruit and Peach & Mango – Vita Coco was founded in 2004 and is based in New York City.

For more information about Vita Coco and its role in summer hydration, visit www.vitacoco.com/mediacenter or www.vitacoco.com.