A new rehydration drink powered by coconut water and naturally containing all five essential electrolytes has been introduced to the UK market. Targeted at the booming coconut water market and wellbeing beverage sector, Coco5 is a highly backed brand, developed by a team of top American professional sports medicine and nutrition experts and is one of the fastest growing coconut water brands in the USA.
Now set to make waves on UK shores, Coco5 is available in six flavours, including natural coconut, tropical passion, lemon, cherry crush, citrus splash and pineapple. The drink is made with no artificial flavours, sweeteners or colours and contains just 80 calories per 473ml bottle.
The brand is being headed up by Steve Barton, former director of wine company Brand Phoenix, who has set up Innovation Drinks under which he is trading Coco5. Next month, Coco5 is set to hit shelves in six markets including Australia, United Arab Emirates, Sweden, Norway and Ireland. Further international market launches are set to be announced.
The fastest growing sector in the drinks category
Steve Barton, CEO of Innovation Drinks, comments: “With strong credentials, a great taste profile and endorsement from a number of sports professionals, we are confident Coco5 will be a hit with consumers. Coconut water is currently the fastest growing sector in the drinks category, forecast to hit £83m in the UK this year, up from £7m in 2013.
“The category has also grown from $200m to $1bn in the USA in just two years, fuelled by the global debate within government, education, sporting performance and consumer circles as to the content in products – especially sugar – within the soft drinks category.
“The health benefits of coconut water are well documented; we enhance our offer by providing naturally flavoured drinks. Given the importance of taste when rehydrating, we are certain this will be a key selling point. We know that a brand’s aesthetic appeal on shelf has been an important factor in the sports drink category and we hope the vibrant colours and packaging of Coco5 will be appealing amidst an exceptionally well marketed competitive set.”
With sports enthusiasts a key target audience for the brand, Coco5 has launched a nationwide sampling programme at 150 rugby clubs, gyms and health and fitness outlets.
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