A popular American coconut water rehydration drink is being launched in the UK. Coco5 has been developed by a team of US sports medicine and nutrition experts and naturally contains a balance of five electrolytes that the body loses during exercise.
Steve Barton, former director of wine company Brand Phoenix, has set up Innovation Drinks, under which the Coco5 brand is being traded. An international roll-out is also being implemented, with the drink initially being launched in six additional markets, including Australia, United Arab Emirates, Sweden, Norway and Ireland.
“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,” said Barton. “The category has also grown from $200m to $1bn in the US in just two years, fuelled by the global debate as to the content in products – especially sugar – within the soft drinks category.”
The drink is made with no artificial flavours, sweeteners or colours and contains just 80 calories per 473ml bottle. It is available in six flavours – natural coconut, tropical passion, lemon, cherry crush, citrus splash and pineapple.
With sports enthusiasts being a target audience for the brand, Coco5 has launched a nationwide sampling programme at 150 rugby clubs, gyms and health and fitness outlets across the UK. The drink has won the support of former sports stars including Sir Ian McGeechan, Kenny Logan, Gary Gold and Neil Best.
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