Vita Coco Coconut Water

by Vita Coco (All Market, Inc.)

There is newer review of this brand: Vita Coco Sparkling

Review: Vita Coco “Pressed” Coconut Water

Posted: Mar 05, 2018 at 11:19 AM (Last Updated: Mar 05, 2018 at 4:19 PM)

Covers Products: Coconut Water with Pressed Coconut

Vita Coco’s Pressed Coconut variety is a product announced for the 2018 Natural Products Expo West show. Unlike their other offerings, which have, aside from Coco Community, come in the form of flavored coconut water, this product relies exclusively on coconut for its flavor profile.

Pressed Coconut is 100% juice and features coconut water, coconut puree, fruit sugar (less than 1%), and vitamin C. The product drinks more like a juice than their flagship pure coconut water, with a slightly sweeter and more pronounced nuttiness to it. There are also soft bits of coconut in the product, but they are quite small (a fraction of the size of the pulp you’ll find in some coconut water products).

While the flavor is more intense and the body is slightly more viscous, Pressed Coconut is still light and refreshing and there are only 60 calories and 12g of sugar per 8 oz. serving. However, it doesn’t quite feel like something that would function as a sports drink replacement the same way as pure coconut water does.

On the outside, the product is packaged in a 16.9 oz. Tetra Pak carton with a resealable cap. The core of the package looks the same as the rest of the Vita Coco lineup and it features white as its accent color. It’s a tried and true design, so there’s not really much to add when it comes to feedback on that portion.

The same can be said for the messaging, which is pretty matter of fact: the product is coconut water mixed with pressed coconut meat. The product name certainly isn’t fancy, but it works. If there’s any question about this approach, it is whether or not this product will feel sufficiently differentiated from their flagship product.

Also on that note, we wonder who the consumer of this product is. Is it someone who already likes coconut water and is looking for variety? Or is it someone who might not currently be a coconut water consumer? From our perspective, it’s hard to say, but even if it’s only for existing consumers we do think that there’s merit to having something new and that also gives choice to those consumers who like pure coconut water.

All in all, we think that Vita Coco Pressed Coconut is a well-executed addition to their lineup.

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