We’ve seen even greater success when the product is separated from the beverage aisle "And we're still independently owned and operated." “Coconut water will be a massive global category and Vita Coco is proving that it can and will own that category massively, globally, like Tropicana owns orange juice and Red Bull owns energy and Gatorade in sports. The fact that we were able to remain independent and build this business and drive the category is the reason that coconut water is still here and growing. “To end up too early inside of a big company kills that dream. “ Look at Odwalla, it got into the Coke system and hasn’t really done anything since.” Naked (acquired by Pepsi), has fared better, he claimed, because it was “ left alone”. While some entrepreneurial brands have flourished under the wing of CPG biggest guns, there is always a risk that they won’t get the attention they deserve, while it can become increasingly hard to sustain the kind of innovation and agility that made them a success in the first place, said Kirban. To end up too early inside of a big company kills that dreamīut wasn’t he tempted to do a Ben & Jerry’s or an Honest Tea? all but faded away as a competitor after Pepsi acquired them," Kirban told FoodNavigator-USA. “Zico remained competitive with Vita Coco for a few years in certain markets, but O.N.E. In retrospect, he shouldn’t have been, as five years later, Vita Coco remains the undisputed market leader with a 60% share, notching up eye-watering triple-digit-growth in Europe and Asia, and almost as explosive 38-40% growth YoY in the US market (ahead of overall category growth of 27%), despite its relative maturity. Emulsifiers, stabilizers, hydrocolloids.Chocolate and confectionery ingredients.Carbohydrates and fibers (sugar, starches).Plant-based, alt proteins, precision fermentation.
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