INCREASING numbers of people are adding coconut water to their drinks repertoire according to Giles Brook, CEO of Vita Coco.
Quoting Kantar Worldpanel figures he says market penetration is now 7.4% compared to 4% last year.
But that still means there is plenty of room to grow further, he said.
“Benchmarking the sector against other categories, there is still a huge opportunity to bring more people into the category. The Vita Coco range offers a health-oriented, fat-free, natural route to hydration.”
The brand has also added Vita Coco Chocolate to give it a total range of seven flavours.
Brook said: “Chocolate is the second-highest selling flavour of coconut water in the US.
“With chocolate drinks building momentum in both the UK and US, we are confident that this variant will be met with a positive reception.”
