Steve Barton, co-founder of wine supplier Brand Phoenix, is leading the UK launch of an American coconut water.
Barton’s new business, Innovation Drinks, will next month launch US brand Coco5 via Amazon and has also secured listings in two multiples as well as national convenience retailers.
The drink, targeted at sports enthusiasts, comes in six flavours: original, pineapple, citrus splash, lemon & lime, tropical passion and cherry crush (rsp: £2.00/473ml bottle). The rollout is supported by a £1.2m spend with nationwide sampling.
Coconut water is one of the fastest-growing drinks, but Barton said it needed to avoid being seen as niche.