Wednesday, 20 February 2013

Vita Coco - a refreshing change

Okay another product blag at the Handpicked Media suite - and I must say this has been keeping us all going in the office too of late. However, what's really interesting about this coconut water is the story behind it. 
Two childhood friends, Ira Liran and Michael Kirban were chatting to two women from Brazil they had just met in a bar in Manhattan (like you do). When they were asked what they missed most about Brazil one of the girls, without hesitating, said 'agua de coco' as it is the most delicious drink in the world.

Two months later Liran was visiting one of these women (who is now his wife) and started to research the prospect of branding coconut water for the US market. He spent months with the plantations and producers and learnt all about the politics of production in Brazil but ended up with a product, Vita Coco.

Michael had been busy too starting market research in New York and meeting with distributors and he quickly realised that there was a large market. A handful of shops took the drink in 2004 and it is now one of the fastest growing drinks in North America. And now it is here and being advertised on TV and online.

We genuinely can't get enough of it in the office. It is not overpowering in flavour but really does seem to hydrate you quicker than drinking water - I would say it was perfect for after a gym session and it certainly gave our footsore and tired fashion bloggers a boost just when they needed it. You shouldn't drink more than 2 small cartons a day because of the amount of potassium even if you become a bit addicted!

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