December 16, 2014 – New York, NY – Vita Coco, the country’s most popular coconut water beverage brand, announced today the launch of the 1 liter Pineapple flavor. After almost a decade at retail, Vita Coco Pineapple remains the brand’s best-selling flavor. Another trend supporting the introduction of the 1 liter size is the strength of 1 liter package sales, which accounted for over 20% of coconut water dollar growth, with flavors recently becoming a more significant part of the mix (25% of $ Revenue, per IRI 52 weeks ending 11/02/14). Vita Coco is responding to consumers’ increasing demand for larger, multi-serve flavored offerings.
Vita Coco’s current flavor portfolio includes single-serve varieties of Pineapple, Orange, Peach Mango, Tropical Fruit and Lemonade, all of which are “never from concentrate” and contain only natural fresh fruit purees, unlike other flavored coconut waters that use flavoring. The introduction of Vita Coco Pineapple in a 1 liter size is a value-driven offering for flavor seekers in the multi-serve beverage category, and a new option for the existing Vita Coco loyalists who appreciate the brand’s versatility and lifestyle proposition. Vita Coco Pineapple will be available at retailers nationwide starting in January and has a suggested retail price of $4.99.
“As category leaders, we are continually looking to deliver value to our customers, distributors and retail partners,” said Jeff Popkin, President at Vita Coco. “The 1 liter Pineapple introduction is a simple way to do this, extending our most successful flavor franchise into a new multi-serve package format.”
The 1 liter Pineapple introduction follows other notable beverage innovations for Vita Coco this year, including the launch of Vita Coco Lemonade, now the brand’s second best-selling flavor after less than a year in market, Vita Coco Kids Pink Lemonade, and the re-branding of Vita Coco Cafe.
About Vita Coco
Vita Coco is the country’s best-selling coconut water brand, sold at over 100,000 retailers nationwide, including Whole Foods Market, Kroger, Publix, Walgreens, CVS, 7-Eleven, Walmart, Costco, Target, Amazon, and hundreds of airports and universities. For more information about Vita Coco visit www.vitacoco.com.