sip on this
Posted by Sheila Shayon on June 24, 2013 05:43 PM
Vita Coco, the best-selling coconut water brand in the US, is taking on the picky palette of kids with its new Vita Coco Kids drinks.
Michael Kirban, co-founder and CEO Vita Coco, plans to disrupt the sugary drink market just as he’s so successfully done with coconut water for adults. The brand currently controls about 60 percent of the market and made close to $150 million in revenue last year, with projections of reaching $250 million in 2013.
“We want to own coconut water like Tropicana owns orange juice or Gatorade owns sports drinks,” Kirban told The Huffington Post.
Vita Coco Kids, made for children ages 2 to 8, contains natural, nutrient-dense coconut water, filtered water, natural fruit flavors and vitamin C, with 35 calories and 8 grams of sugar. Inspired by his own young children, Kirbin said, "I knew Vita Coco could create a healthier drink for kids, and we did."Continue reading...
Posted by Shirley Brady on June 4, 2012 12:34 PM
Microsoft takes the stage at E3 to talk up Xbox.
Marvel starts production on Iron Man 3.
Vita Coco unveils new campaign with Rihanna (right).
Aon Hewitt finds positive shift in internal brand engagement.
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BlackBerry parent RIM shares drop below $10.
Celsius mobile phone with embedded Swiss timepiece retails for $312K.
Coca-Cola and McDonald's hit back at Mike Bloomberg's NYC big soda ban.
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Ford crowdsources Focus ST commercial.
Google's Project Glass codename? Wingman.
Got Milk? and California Dairy Council partner for consumer education campaign.Continue reading...
sip on this
Posted by Dale Buss on May 24, 2012 03:11 PM
If timing is everything, then Jamba Juice, Capri Sun and V8 could have very good summers. Each brand is bringing some product and sales news to the market just in time for the traditional Memorial Day kickoff to "summer" — and the seasonal spike in thirst — with a better-for-you twist.
Jamba Juice is bringing back a "summer favorite" drink: Fruit Refreshers with coconut water, which is popular as a beverage on its own with American consumers. They're made with fresh fruit, and Jamba is adding a new flavor this year: Watermelon Splash. The company‚ which is extending its brand in many directions these days, is also expanding its menu of smoothies and juices and juice blends for summer.
Kraft's Capri Sun brand just launched a new Super V drink, a blend of fruit and vegetable juices that represents a significant foray into the better-for-you space by a brand that traditionally was more about flavor and refreshment than nutrition.Continue reading...
sip on this
Posted by Dale Buss on February 14, 2012 11:54 AM
Many argue that Coca-Cola overpaid substantially for a better-for-you beverage line when it bought Glaceau, and its Vitaminwater brand, for $4 billion in 2007. Yet the share of the bottled-water market enjoyed by Vitaminwater and its siblling Smartwater brand continues to grow in a category that has flattened out.
Coke would probably settle for a similar outcome as it moves to exercise its option to acquire a majority stake in Zico, the no. 2 brand of coconut water in the United States by sales, after purchasing a minority holding in the start-up for less than $15 million in 2009. Coke won't disclose the price of the option, but it probably isn't $4 billion.
Coconut water is emerging as another important front in the "cola wars" between PepsiCo and Coke, because just as Coke is moving in on Zico, PepsiCo is rolling out nationwide distribution of the No. 3 brand, O.N.E., after taking a majority stake in the brand in 2010.
Vita Coco, the No. 1-selling U.S. coconut water brand, has attracted celebrity endorsements by Rihanna, Madonna and the New York Yankees' Alex Rodriguez. It's controlled by founder Michael Kirban and Verlinvest, a Belgian investment firm, and more than doubled its revenue last year to nearly $100 million. That figure indicates a continued acceleration in growth of coconut-water sales because near the middle of that high-growth year, for the 52 weeks ended September 3rd, sales for the entire coconut-water segment in the U.S. were about $110 million — more than double the year-earlier figure of $54 million — according to SPINS, which provides sales data on nutritional and better-for-you foods.Continue reading...
Posted by Mark J. Miller on June 15, 2011 05:00 PM
When a person invests heavily in something, they generally are expecting to make their money back — and then some. But New York Yankees third baseman Alex Rodriguez seems to be working some new business angle that hasn’t been discovered before: investing in one product while endorsing its competitor.
Coconut water has been "the next big thing" for a while now, with ABC News and other trend-watchers picking up on the trend more than a year ago, as consumers started ditching their sports drinks and vitamin-infused water for a more "natural" thirst-quencher.
Rodriguez has been a longtime investor in coconut-water maker Zico. But Zico’s main competitor for the top spot in what CNBC calls a $200 million industry, Vita Coco, just announced that Rodriguez was endorsing their product, which brought in $0 million in 2010.Continue reading...