Vita Coco

Vita Coco was started after Michael Kirban and Ira Liran{{Cite press release |date=2022-05-02 |title=The Vita Coco Company Announces Leadership Title Changes |url=https://www.globenewswire.com/en/news-release/2022/05/02/2434031/0/en/The-Vita-Coco-Company-Announces-Leadership-Title-Changes.html |access-date=2023-08-02 |website=GlobeNewswire |language=en |archive-date=August 3, 2023 |archive-url=https://web.archive.org/web/20230803000420/https://www.globenewswire.com/en/news-release/2022/05/02/2434031/0/en/The-Vita-Coco-Company-Announces-Leadership-Title-Changes.html |url-status=live }} met two Brazilian women in a New York City bar in 2003 and asked them what they had missed the most about their home country, with them answering coconut water. Noticing that there could be a potential business in bringing the drink to the States, the two thought about starting a business, but Liran sold everything he owned, married one of the Brazilian women, and went to Brazil. On a visit to Brazil to see Liran, Kirban noticed the prevalence of coconut water in many of the stores he went to, and decided to enlist Liran's help to start the company, succeeding in 2004.{{Cite web |last1=Jarvis |first1=Rebecca |last2=Dunn |first2=Taylor |date=2016-02-17 |title=Meet the Company Behind the Coconut Water Craze |url=https://abcnews.go.com/Business/meet-company-coconut-water-craze/story?id=37010231 |access-date=2023-08-02 |website=ABC News |language=en |archive-date=August 3, 2023 |archive-url=https://web.archive.org/web/20230803000421/https://abcnews.go.com/Business/meet-company-coconut-water-craze/story?id=37010231 |url-status=live }}{{Cite web |last=Doering |first=Christopher |date=2021-08-26 |title=From its birth in a bar to an IPO, Vita Coco sets its sights next on dominating healthy beverages |url=https://www.fooddive.com/news/from-its-birth-in-a-bar-to-an-ipo-vita-coco-sets-its-sights-next-on-domina/608613/ |access-date=2023-08-02 |website=Food Dive |language=en-US |archive-date=August 3, 2023 |archive-url=https://web.archive.org/web/20230803000422/https://www.fooddive.com/news/from-its-birth-in-a-bar-to-an-ipo-vita-coco-sets-its-sights-next-on-domina/608613/ |url-status=live }}{{Cite web |last1=Groth |first1=Aimee |last2=Goldschein |first2=Eric |date=2011-09-22 |title=The Amazing Story Of How Coconut Water Took Over The Beverage Industry |url=https://www.businessinsider.com/coconut-water-brands-2011-9 |access-date=2023-08-02 |website=Business Insider |language=en-US |archive-date=August 3, 2023 |archive-url=https://web.archive.org/web/20230803000420/https://www.businessinsider.com/coconut-water-brands-2011-9 |url-status=live }}

The two found a local co-manufacturer and a distributor centered in lower Manhattan and Brooklyn, and Kirban roller-skated through neighborhoods, selling the drink and offering samples. In 2009, The Coca-Cola Company and PepsiCo entered the market via acquisitions of Zico and O.N.E., respectively, sparking "The Coconut Water Wars." Vita Coco ended up defeating the competitors and held its place as the brand with the largest market share.{{Cite web |date=2020-08-03 |title=Vita Coco: Michael Kirban |url=https://www.npr.org/2020/07/31/897688708/vita-coco-michael-kirban |access-date=2023-08-02 |website=National Public Radio |archive-date=July 6, 2024 |archive-url=https://web.archive.org/web/20240706173608/https://www.npr.org/2020/07/31/897688708/vita-coco-michael-kirban |url-status=live }} The company, which mainly sourced its coconuts from Brazil, expanded its operations to Southeast Asia, starting in the Philippines. The brand was initially laughed at due to the status of coconut water in these countries as a byproduct, but they consented to an offer for the right equipment in exchange for a long-term exclusive supply agreement. After the Philippines, the company contacted coconut farmers in Sri Lanka, Indonesia, Malaysia, and Thailand and offered the same contract.

Starting in 2014, the company built almost 30 schools, offered numerous scholarships, and trained farmers to be very efficient through The Vita Coco Project. This allowed Vita Coco to become a benefit corporation. In 2017, PepsiCo attempted to buy All Market Inc., the owner of Vita Coco, but did not meet the price All Market sought, which was at least $1 billion. Previously, Reignwood Group, the owner of Red Bull China, bought a 25% stake in All Market in 2014.{{Cite web |last=Meyer |first=Zlati |date=2017-05-28 |title=Pepsico eyeing coconut water company: Report |url=https://www.usatoday.com/story/money/business/2017/05/28/pepsico-eyeing-coconut-water-company-report/102263642/ |access-date=2023-08-02 |website=USA Today |language=en-US |archive-date=August 3, 2023 |archive-url=https://web.archive.org/web/20230803000421/https://www.usatoday.com/story/money/business/2017/05/28/pepsico-eyeing-coconut-water-company-report/102263642/ |url-status=live }}

The packaging and logo became more simplified in 2019, to show the growth of the brand since it had started.{{Cite web |last=Shapkin |first=Alexander |date=2019-11-18 |title=Vita Coco has changed its logo and packaging |url=https://1000logos.net/news/vita-coco-has-changed-its-logo-and-packaging/ |access-date=2023-08-02 |website=1000 Logos |language=en-US |archive-date=August 3, 2023 |archive-url=https://web.archive.org/web/20230803000426/https://1000logos.net/news/vita-coco-has-changed-its-logo-and-packaging/ |url-status=live }}{{Cite web |title=Livin' la Vita Coco |url=https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_vita_coco_by_interesting_development.php |access-date=2023-08-02 |website=Under Consideration |language=en |archive-date=August 3, 2023 |archive-url=https://web.archive.org/web/20230803000423/https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_vita_coco_by_interesting_development.php |url-status=live }} The company got an over 100% boost in sales during the COVID-19 pandemic. In 2021, it had a 46% market share. Vita Coco also went public in 2021, debuting on the Nasdaq as COCO. In 2023, it partnered with DoorDash to create The Hangover Store, which sold items to help null the effects of a hangover, including coconut water.{{Cite web |last=Struble |first=Cristine |date=2023-09-01 |title=Vita Coco and DoorDash order up end of summer hangover relief |url=https://foodsided.com/2023/09/01/vita-coco-and-doordash-order-up-end-of-summer-hangover-relief/ |access-date=2023-12-11 |website=FoodSided |language=en-US |archive-date=December 11, 2023 |archive-url=https://web.archive.org/web/20231211051927/https://foodsided.com/2023/09/01/vita-coco-and-doordash-order-up-end-of-summer-hangover-relief/ |url-status=live }}{{Cite web |last=Lucas |first=Amelia |date=2023-02-10 |title=Vita Coco wants its coconut water to be your cocktail mixer — and your hangover cure |url=https://www.cnbc.com/2023/02/10/vita-coco-coconut-water-cocktails-hangover.html |access-date=2023-12-11 |website=CNBC |language=en |archive-date=December 11, 2023 |archive-url=https://web.archive.org/web/20231211051927/https://www.cnbc.com/2023/02/10/vita-coco-coconut-water-cocktails-hangover.html |url-status=live }}

Vita Coco's coconut water is mainly sourced from Asia, with two-thirds coming from the continent and the other third being from Latin America.

The original coconut water also comes in Pineapple and Peach & Mango flavors.

There are six main variations of coconut water, not including flavors:{{Cite web |title=Official website |url=https://vitacoco.com/ |access-date=2023-08-02 |language=en |archive-date=August 3, 2023 |archive-url=https://web.archive.org/web/20230803000421/https://vitacoco.com/ |url-status=live }}

• Pressed, which has more coconut flavor
• Coconut Juice, which comes in a can and contains the pulp
• Milk, which is coconut milk, has no dairy
• Comes in Original and Vanilla flavors
• The Barista variety is creamy and is meant to be added to coffee. It is also a partnership with coffeehouse chain Alfred Coffee.{{Cite web |date=2023-01-30 |title=Vita Coco Launches Barista MLK Exclusively With Alfred Coffee |url=https://www.bevnet.com/news/2023/vita-coco-launches-barista-mlk-exclusively-with-alfred-coffee |access-date=2023-12-11 |website=BevNET.com |language=en-US |archive-date=December 11, 2023 |archive-url=https://web.archive.org/web/20231211051927/https://www.bevnet.com/news/2023/vita-coco-launches-barista-mlk-exclusively-with-alfred-coffee |url-status=live }}
• Farmers Organic, which uses only organic coconuts
• Boosted, which is caffeinated
• Super Sparkling, which is carbonated

The company also sells a drink mix which is designed to stimulate hydration, containing antioxidants, vitamins, and electrolytes. It comes in Watermelon, Orange, Lemon Lime, and Coconut flavors. In a collaboration with rum brand Captain Morgan and Jamaican singer Shenseea, Vita Coco created Vita Coco Spiked in 2023, which was available in Piña Colada, Strawberry Daiquiri, and Lime Mojito.{{Cite web |last=Corrine |first=Amber |date=2023-08-07 |title=Shenseea Talks Vita Coco/Captain Morgan Campaign And Caribbean Pride: "My Dream Is Coming True" |url=https://www.vibe.com/lifestyle/spirits/shenseea-talks-vita-coco-captain-morgan-cocktail-caribbean-pride-1234778483/ |access-date=2023-12-11 |website=VIBE |language=en-US |archive-date=December 11, 2023 |archive-url=https://web.archive.org/web/20231211051927/https://www.vibe.com/lifestyle/spirits/shenseea-talks-vita-coco-captain-morgan-cocktail-caribbean-pride-1234778483/ |url-status=live }}

Vita Coco partnered with the Australian café chain Bluestone Lane in June 2023 to create the Coconut Water Cold Brew, which combined the chain's signature Flagstaff brew with coconut water from Vita Coco. It was sold only in Bluestone Lane's cafés.{{Cite web |date=2023-06-22 |title=Vita Coco Partners with Bluestone Lane to Launch New Coconut Water Cold Brew |url=https://www.bevnet.com/news/2023/vita-coco-partners-with-bluestone-lane-to-launch-new-coconut-water-cold-brew |access-date=2023-12-11 |website=BevNET.com |language=en-US |archive-date=December 11, 2023 |archive-url=https://web.archive.org/web/20231211051928/https://www.bevnet.com/news/2023/vita-coco-partners-with-bluestone-lane-to-launch-new-coconut-water-cold-brew |url-status=live }}

In 2024, Century Pacific Food entered into a multiyear coco product contract to supply Vita Coco with 90 million liters of coconut water until 2029. "The contract covers additional volume requirements by Vita Coco, which will entail new capacity requiring a capital expenditure investment of some $40 million creating 1,500 manufacturing jobs", CNPF Vice President Noel Tempongko Jr. said. The new contract is supplemental to the 2020 agreement. "Our mutual ambition to serve consumers better with healthier products has taken us to new heights in innovation and quality," Vita Coco CEO Jonathan Burth stressed.{{cite news |last1=Barkada |first1=Mercado |title=Century Pacific expands and extends coco product supply agreement with Vita Coco |url=https://www.philstar.com/business/stock-commentary/2024/03/12/2339975/century-pacific-expands-and-extends-coco-product-supply-agreement-vita-coco |accessdate=March 12, 2024 |publisher= |date=March 12, 2024 |archive-date=July 6, 2024 |archive-url=https://web.archive.org/web/20240706173611/https://www.philstar.com/business/stock-commentary/2024/03/12/2339975/century-pacific-expands-and-extends-coco-product-supply-agreement-vita-coco |url-status=live }}{{cite news|last1= Salting|first1= Ed|title= Century Pacific inks deal with Vita Coco|url= https://www.manilatimes.net/2024/03/12/business/corporate-news/century-pacific-inks-deal-with-vita-coco/1936406|accessdate= March 12, 2024|publisher= The Manila Times|date= March 12, 2024|archive-date= March 12, 2024|archive-url= https://web.archive.org/web/20240312082037/https://www.manilatimes.net/2024/03/12/business/corporate-news/century-pacific-inks-deal-with-vita-coco/1936406|url-status= live}}

In addition to the coconut water which the brand is known for, the company has other side products such as Runa, a sports drink mixed with Ilex guayusa, a caffeinated holly tree, which it acquired in 2018, Ever & Ever, aluminum-canned water, and PWR LIFT, water infused with protein, which were founded in 2019 and 2021, respectively.

Vita Coco donated $1 million to No Kid Hungry and Feeding America during the COVID-19 pandemic, as they had a surplus of money from the jump in sales.

In September 2023, to celebrate National Coconut Day, Vita Coco partnered with the video game Roblox to create The Coconut Grove, which educates players on coconuts. People can also plant virtual coconut seedlings, and each seedling planted will cause the company to donate $1 to a charity in Brazil. In addition, in-game purchases will go to the Seedlings for Sustainability program, which is a part of the Vita Coco Project. It aims to deliver 10 million coconut seeds and trees all over the globe by 2030.{{Cite web |last=Alarcón |first=Claudia |date=2023-09-03 |title=Vita Coco And Roblox Team Up To Plant Coconut Trees Across The World |url=https://www.forbes.com/sites/claudiaalarcon/2023/09/02/vita-coco-and-roblox-team-up-to-plant-coconut-trees-across-the-world/ |access-date=2023-12-11 |website=Forbes |language=en |archive-date=December 11, 2023 |archive-url=https://web.archive.org/web/20231211051927/https://www.forbes.com/sites/claudiaalarcon/2023/09/02/vita-coco-and-roblox-team-up-to-plant-coconut-trees-across-the-world/ |url-status=live }}

Vita Coco has had many celebrities endorse its product, including Madonna, Anthony Kiedis, Rihanna,{{Cite web |last=O'Reilly |first=Lara |date=2011-05-11 |title=Vita Coco adds Rihanna to celebrity endorsement umbrella |url=https://www.marketingweek.com/vita-coco-adds-rihanna-to-celebrity-endorsement-umbrella/ |access-date=2023-08-02 |website=Marketing Week |language=en |archive-date=July 6, 2024 |archive-url=https://web.archive.org/web/20240706173611/https://www.marketingweek.com/vita-coco-adds-rihanna-to-celebrity-endorsement-umbrella/ |url-status=live }} Alex Rodriguez,{{Cite web |last=Winfrey |first=Graham |title=Vita Coco Won the Coconut Water Wars, but an Old Rival Is Planning a New Battle |url=https://www.inc.com/magazine/202104/graham-winfrey/zico-vita-coco-coconut-water-rivalry-competitor-coca-cola.html |access-date=2023-08-02 |website=Inc. |archive-date=August 3, 2023 |archive-url=https://web.archive.org/web/20230803000422/https://www.inc.com/magazine/202104/graham-winfrey/zico-vita-coco-coconut-water-rivalry-competitor-coca-cola.html |url-status=live }} Maroon 5,{{Cite web |date=2015-02-16 |title=Vita Coco® Joins Maroon 5 on North American Tour |url=https://www.businesswire.com/news/home/20150216005084/en/Vita-Coco%C2%AE-Joins-Maroon-5-on-North-American-Tour |access-date=2023-08-02 |website=Business Wire |language=en |archive-date=August 3, 2023 |archive-url=https://web.archive.org/web/20230803000421/https://www.businesswire.com/news/home/20150216005084/en/Vita-Coco%C2%AE-Joins-Maroon-5-on-North-American-Tour |url-status=live }} Becky G,{{Cite press release |date=2023-09-14 |title=Vita Coco Announces Partnership with Global Superstar Becky G Ahead of her Landmark U.S. 'Mi Casa, Tu Casa' Tour |url=https://www.globenewswire.com/en/news-release/2023/09/14/2743246/0/en/Vita-Coco-Announces-Partnership-with-Global-Superstar-Becky-G-Ahead-of-her-Landmark-U-S-Mi-Casa-Tu-Casa-Tour.html |access-date=2023-12-11 |website=GlobeNewswire |language=en |archive-date=December 11, 2023 |archive-url=https://web.archive.org/web/20231211051932/https://www.globenewswire.com/en/news-release/2023/09/14/2743246/0/en/Vita-Coco-Announces-Partnership-with-Global-Superstar-Becky-G-Ahead-of-her-Landmark-U-S-Mi-Casa-Tu-Casa-Tour.html |url-status=live }} and Anna DePalma.

In 2012, Vita Coco was sued for alleged false advertising, saying the company exaggerated and falsified claims of health advantages and nutritional content. It was alleged that the drink was not as hydrating as less expensive sports drinks and sometimes did not contain as many electrolytes, magnesium, and sodium as advertised. Vita Coco denied any fault but agreed to a settlement that involved various aspects with a value reported at around $10 million.{{Cite press release |date=2012-05-17 |title=Vita Coco coconut water settles class action lawsuit |url=https://www.lexology.com/library/detail.aspx?g=336d4cf0-efa5-457a-9eee-52d8deeb30da |access-date=2023-08-02 |via=Lexology |language=en |author=Manatt Phelps & Phillips LLP |archive-date=August 3, 2023 |archive-url=https://web.archive.org/web/20230803000422/https://www.lexology.com/library/detail.aspx?g=336d4cf0-efa5-457a-9eee-52d8deeb30da |url-status=live }}

In October 2023, a purchaser uploaded three viral videos on TikTok that showcased mold inside of the drink container. The company responded by saying that the pack the drinks came from was likely damaged in transit.{{Cite web |last=Alban |first=Jack |date=2023-10-16 |title='I seriously can't trust Vita Coco again': Customer finds mold inside 'shelf-stable' coconut water package |url=https://www.dailydot.com/news/vita-coco-mold-tetra-pak/ |access-date=2023-12-11 |website=The Daily Dot |language=en-US |archive-date=December 11, 2023 |archive-url=https://web.archive.org/web/20231211051927/https://www.dailydot.com/news/vita-coco-mold-tetra-pak/ |url-status=live }}

{{reflist}}

• [https://vitacoco.com/ Official website]

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Category:2004 establishments in New York City

Category:2014 mergers and acquisitions

Category:Companies listed on the Nasdaq

Category:Drink companies of the United States

Category:Food and drink companies based in New York City

Category:Food and drink companies established in 2004

Category:Multinational food companies

Category:Products introduced in 2004

Category:Century Pacific Food brands