Leading coconut water brand Vita Coco is expanding its offering of delicious, nutrient-rich coconut waters by adding two new flavors to its much-loved Pressed line – Coconut Mango and Coconut Strawberry Banana. The original Vita Coco Pressed, which launched last year to much fanfare, blends coconut water with fresh-pressed coconut, giving consumers the tropical coconutty taste they love with the coconut water benefits they crave.
Since its launch, Vita Coco Pressed has seen massive success in recruiting new consumers into the coconut water category, with 60% of Pressed sales being incremental to the category. Addressing the biggest barrier to entry for coconut water, taste, Pressed has driven 18% of coconut water dollar growth, contributing more growth than any other brand in totality.
The new flavors build on the traditional coconut taste of Pressed, with popular fruit-forward flavor profiles. Like all Vita Coco coconut water products, the new Vita Coco Pressed flavors to help replenish electrolytes and provide vital nutrients to consumers, helping consumers to recharge, recover, and stay hydrated without artificial chemicals or scientific formulas.
“It only took us 15 years to figure out that if we added a little fresh pressed coconut to our coconut water, we could overcome the taste barrier that exists for some consumers,” said Michael Kirban, Co-Founder and CEO of Vita Coco. “Our Pressed line is successfully bringing new people to the brand, and converting even the most outspoken of coconut water haters. Adding fruit flavors allows us to build on last year’s bold launch of Pressed while satisfying even more cravings for delicious, better-for-you beverages.”
The new Vita Coco Pressed flavors will be available for $2.99 for a 16.9-oz bottle in select retail stores in March 2020 and on Amazon in May 2020. The flavors will also be available for around $8 for a 4-pack 4-flavor sampler and $23.88 for a 12-pack on Amazon in May 2020. Vita Coco’s original Pressed flavor is currently available online and in most retail outlets in the U.S.
