Janet CollinsMadonna Puts Her Money on Coconut Water
February 1st 2010 04:48
Coconut water, which has fast become the drink of the glamour set In New York and Los Angeles, is poised to become even bigger after the announcement that Madonna has invested $1.5m in one of the leading producers of the drink, Vita Coco.
Having already enjoyed cult status in Hollywood and New York, the drink has become a trendy alternative to not only soft drinks but the sports drinks and fruit juice products that became so popular over the past ten or so years.
Coconut water is the liquid from baby coconuts (the green ones) that thickens as the coconut matures. This is where coconut milk comes from but coconut water from the younger coconut is said to be a lot healthier.
In its purest form, coconut water is said to have numerous health and medicinal benefits. It not only acts as a re-hydrator, a detoxifier and a cleanser, but also boost poor circulation and the immune system.
What is also an added attraction is that the drink promotes weight loss, is fat free and has no added sugar.
Coconut water has been popular for centuries in its native lands in South East Asia, the Pacific and South America (particularly Brazil) among others but in the last few years the drink has been a big challenge to sports drinks and fruit drinks that have invaded the soft drink industry in America for at least the last decade.
It is difficult to say whether or not the packed product has anywhere near the health or medicinal qualities of the pure product but it is certainly about to make a huge dent in the drinks industry in America. The product is pasteurized before packing and Vita Coco claims it is 100% natural.
The product has only been available in America since 2005 after friends Ira Liran Coco and Michael Kirban set up Vita Coco and put the product on supermarket shelves in New York.
Vita Coco isn’t alone in the marketplace either. They compete against Zico and ONE but since first putting the product on shelves in 2005 have grown to claim 60 per cent of the market and it has been reported that the two friends turned down significant offers from Coca Cola and Pepsi.
Madonna discovered the product last year and can’t get enough of it. Not only has The Material Girl thrown her own money behind the company, so too has her agent who is confident enough to bet a seven-figure sum and he has rounded up some other celebrities who have made significant investments too.
That would have to be a big coup for the product and the company. I wouldn’t imagine any marketer could be any luckier than that.
Sourced: www.nypost.com
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Comment by Chris Champion
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Comment by Chris Champion
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Comment by Anonymous
Madonna has hit this one right! Vita Coco is the next big thing and tastes awesome....
Comment by Janet Collins
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I have never tasted coconut water. Madonna certainly likes it to invest this much in the product.
Thanks for the comment.
Comment by Wilson Pon
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Did you know that coconut water is best to reduce our body's heat? It also a good supplement for the diabetic as well!
Thought that Madonna only awesome in the entertainment, but didn't realize she's also expert in the foods and beverages market. Way to go...
Comment by Janet Collins
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I don't think we have it here in Australia. If we do, I haven't heard of it. Madonna has always been known as a fitness fanatic. She has always done long runs and major workouts so I would think she would probably be partial to healthy food and drink too.
Fancy getting her name behind your product, without even having to pay her to endorse it. Pretty lucky I think.
Comment by Anonymous
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I have never tried the stuff but I would really like to.
Thanks for dropping in.