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Vita Coco Attracts Celebrity Investors |
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Friday, 05 February 2010 09:44 |
Vita Coco, the nation's best-selling coconut water and one of the fastest-growing beverage brands in the U.S., announced a group of high-profile new investors, including Madonna, into the five-year old, New York-based beverage company.
With over 60 percent share of the coconut water market and annual revenues more than doubling in 2009 from the previous year, Vita Coco is headed to record sales in 2010 and beyond, the company says.
It was officially confirmed by Vita Coco CEO and co-founder Michael Kirban that entertainment manager Guy Oseary and his client Madonna invested in Vita Coco. Oseary also brought on board Matthew McConaughey, Demi Moore and Red Hot Chili Peppers frontman Anthony Kiedis as additional Vita Coco investors.
"This group of investors chose to invest because they've all been brand loyalists, drink Vita Coco regularly and believe in the growth potential of the Vita Coco brand," stated Kirban.
Fresh coconut water, extracted from young green coconuts (not brown ones) has grown increasingly popular as both a lifestyle beverage and a natural sports drink. "Each of these investors not only validates the Vita Coco brand, but the category of natural-functional beverages as well," added Kirban.
Vita Coco is currently sold at over 14,000 retailers nationwide, including Whole Foods Market, Safeway, Giant Eagle, Ralph's, Shaw's, Stop&Shop/Giant, HEB, Hannaford Supermarkets, ACME and Shop Rite, as well as on Amazon.com.
Early next month, Vita Coco will be available for sale in over 1,300 GNC stores nationwide. "GNC's motto is 'Live Well,' and as the leading vitamin, supplement and sports nutrition chain, I can't think of a finer retail partner as the Vita Coco brand grows nationally," notes Kirban. "GNC's product education programs will ensure that new consumers learn about the healthful benefits of Vita Coco."
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