As the coconut water category has grown to over £120m annual sales in the UK, new Pressed Coconut brings all the goodness of original coconut water, with a taste that’s ‘Impossible to Hate’
Following a hugely successful launch in the US, the world’s number one coconut water brand – which famously divides opinion with its distinctive, natural flavour – has announced the launch of its nuttier, sweeter Vita Coco Pressed drink in the UK.
Made from coconut water blended with pieces of freshly pressed coconut, Vita Coco Pressed, which is simply ‘impossible to hate’, has been added to the brand’s portfolio to continue to satisfy the growing demand for coconut water – a category that has grown to over £120m annual sales in the UK. It is the first in a long line of exciting innovations being added to the range, with Vita Coco Sparkling also due to hit shelves in July 2019.
Vita Coco Pressed, the most exciting innovation the coconut category has seen, is already available across Tesco, Sainsbury’s, Morrison’s, Co-op, Wholefoods, Amazon and Ocado, as well as food outlets including Upper Crust, Ritazza, Camden Foods, Whistle Stop and Pumpkin, with further national listings in the pipeline.
The launch will be supported with a dedicated national awareness campaign centred around the ‘Impossible to Hate’ theme throughout summer 2019, which will incorporate product sampling, experiential activity, a festival presence, nationwide outdoor advertising and paid social media, along with endorsement from the brand’s legions of celebrity fans.
Giles Brook Vita Coco CEO, EMEA says: “The launch of Vita Coco Pressed in the UK is an incredibly exciting milestone for the brand. It’s a completely new ‘full coconut taste with coconut water benefits’ proposition to sit alongside our natural coconut water & fruit flavoured variants.
“From initial UK data, we can already see that Pressed has potential for the same level of success as our core coconut water has experienced to date. What’s equally exciting is that over 90% of Pressed sales have come from new, younger consumers. With Natural (1 Litre) Vita Coco being a Top 5 SKU in chilled juice, we’re expecting Pressed to break into the Top 10 too.
“Pressed, with its new distinctive flavour profile, is broadening the appeal of coconut water and is bringing new moments of consumption into the category. We want to excite our drinkers with new innovations in coconut water through Vita Coco, whilst staying true to the success factors that have helped our brand and category grow so successfully over the past decade.“