![]() After a 2011 lawsuit accused Vita Coco of exaggerating when it claimed that the beverage had “15 times the electrolytes found in sports drinks,” the company agreed to rewrite its labels and shell out a $10 million settlement (though it did not admit any wrongdoing). But ads touting coconut water’s superior hydration turned out to be overblown. Today, a 12-ounce serving goes for $1.50 to $2.00-adding up to a $500 million industry, with PepsiCo and Coca-Cola owning big sellers.Īfter a lawsuit accused Vita Coco of exaggerating health claims, the brand rewrote its labels and paid a $10 million settlement.Īmericans were the perfect market for this salty-sweet liquid because we already bought into the benefits of post-exercise beverages, says Jonny Forsyth of another market research group, Mintel. Between 20, the number of coconut water brands quintupled. Food trends analyst Harry Balzer of the market research firm NPD Group notes that the launches coincided with our growing fixation on natural eating Whole Foods was an early vendor. Inspired by the drink’s popularity in Brazil and Central America, the entrepreneurs emphasized the beverage’s hydrating minerals-an all-natural Gatorade. Ethnic markets in the United States have sold coconut water for decades, but it didn’t go mainstream until 2004, when, as the New York Time s‘ David Segal reported earlier this year, two separate brands, Vita Coco and Zico, happened to launch simultaneously. Of course, the craze started with a different part of the hairy tropical fruit: its liquid center. The number of coconut oil products-for both cooking and skin moisturizing- grew by 800 percent between 20. While the lactose intolerant quaff Starbucks’ new coconut milk lattes, the gluten averse are busy baking with coconut flour. ![]()
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