In the past few weeks, All Market Inc., the owner of Vita Coco, the top-selling coconut water in the U.S., has sold 25 percent of its stake to a Chinese investment firm, landed distribution in mainland China and Canada, and released a new line of sports drinks. But the brand isn’t done with announcements just yet.
Vita Coco announced on Tuesday that it will launch Vita Coco Coconut Oil, the company’s first non-beverage foray.
“Vita Coco wants to extend its incredible brand equity past beverage,” Arthur Gallego, communications director for Vita Coco, wrote to BevNET in an email. “Oil is a first step in that thinking. The brand wants consumers to associate Vita Coco with ‘all things coconut.’”
While coconut oil can be added to smoothies and used in baking or frying, it has recently gained popularity through its ability to moisturize skin and hair and to promote gum health through “oil pulling,” according to a company release.
Gallego wrote that the increasing popularity of coconut oil can be seen in lifestyle and beauty media, through celebrity use and promotion, and the ongoing consumer trend to find more natural food and beverage options.
The coconut oil comes from the same groves as the coconut water, Gallego wrote, however it’s derived from the meat of more mature coconuts. The company uses a cold-pressed process that extracts the coconut meat from USDA certified organic coconuts in a heat-controlled environment (temperatures are kept below 105 degrees fahrenheit).
“The result is a 100 percent raw extra virgin organic coconut oil,” Gallego wrote.
Vita Coco Coconut Oil will be available in 18 oz. PET jars on Amazon later in August and will be sold in 14 oz. flint-frosted glass jars in the cooking oil and beauty sections of natural retailers and department stores.
The full release is below:
NEW YORK — Vita Coco, the nation’s most popular coconut water brand, announces that they will be launching a new product, “Vita Coco Coconut Oil.” Synonymous with natural hydration and replenishment, Vita Coco is now the first premium coconut water brand to introduce an organic coconut oil.
Just as Vita Coco coconut water is “never from concentrate” – part of the brand’s commitment to producing the most delicious, nutrient-rich beverages possible – its coconut oil is produced with premium quality in mind. Vita Coco Coconut Oil is USDA organic certified, 100% raw and cold-pressed.
The use of organic coconut oil is on the rise, whether applied as a beauty, health-conscious or wellness treatment, or enjoyed in a culinary manner – in smoothies, in baking, or frying. Health-minded fans of coconut oil use it to moisturize skin and hair, use it as an alternative to butter, and in one of the latest and more controversial trends, use it to promote gum health by “oil pulling.” As with Vita Coco coconut water, Vita Coco Coconut Oil’s uses are almost limitless!
Vita Coco Coconut Oil will be available online through Amazon later this month and will be sold in 18-ounce PET jars. Vita Coco Coconut Oil will also be sold in 14-ounce flint frosted glass jars in the cooking oil section and beauty section of national natural specialty retailers. Consumers can also look for the brand in the beauty section of select department stores.
The Vita Coco brand has consistently been one of the most popular grocery items on Amazon since 2008, and Amazon was one of the first major retailers to promote coconut water.
About Vita Coco
Vita Coco® is the brand that started America’s craze for fresh coconut water. Informed consumers, pro-athletes and nutritionists as well as in-the-know celebrities and influencers have all become loyal fans of coconut water, swearing by the Vita Coco brand for its delicious flavor, hydrating properties and replenishment benefits. Award-winning Vita Coco, which counts Madonna, Demi Moore and Matthew McConaughey amongst its investors, is one of the most sought-after products in the beverage aisle.
In the U.S. Vita Coco is available nationwide, at nearly 100,000 stores. It is also sold in dozens of U.S. airports and university campuses, as well as online on Amazon.
For more information about Vita Coco visit www.vitacoco.com.
SOURCE Vita Coco