Go Coco Milkshakes

Coconut water brand Go Coco is targeting major supermarket listings after signing a distribution deal with Highland Spring Group.

HSG will become the distributor for Go Coco’s product range in the grocery channel, including its new line of Coconut Milk Shakes, with immediate effect. The shakes are available in 330ml packs (rsp: £1.49) in three flavours: Strawberries & Cream, Banana Split and Chocolate Fudge.

Go Coco will continue to sell its products directly within the health & wellness channel, and to wholesalers and independents.

“This distribution deal with HSG is a significant milestone for the Go Coco business as we look to extend our reach in the retail sector,” said Ross Currie, MD of owner Freedom Brands.

“HSG has an extensive distribution network that will enable us to grow the Go Coco brand. Partnering with them enables us to provide increased and focused support to our retail customers and to jointly develop plans that drive sales of coconut-based drinks.

HSG chief executive Les Montgomery said the deal would establish his company as a “significant player” in the fast-growing coconut water market.

“There are clear synergies between both businesses, which champion innovation and put the healthy hydration needs of consumers first,” he said. “The addition of Go Coco to our existing product family underscores our capability to provide a portfolio of consumer choice in the retail sector.”

Go Coco is competing in a sector dominated by Vita Coco, which had a 64% share of the £47.9m coconut water category in the 52 weeks to 12 September 2015 [IRI]. Innocent, the number two brand in juices and smoothies, racked up sales of £5.9m for its own product since launching last March.