New to Shelves: Vita Coco Kids

Published in CSP Daily News

New product stresses health, innovative packaging

NEW YORK -- Leading coconut-water brand Vita Coco has launched a new line of coconut waters targeting children. Vita Coco is using packaging to standout further on the shelf: Tetra Pak's Tetra Wedge Aseptic carton, a proven success in several other markets with kids, tweens and young adults.

The Tetra Wedge Aseptic carton is easy-to-hold and supports Vita Coco's commitment to healthful products and the environment since it is made from renewable material and is recyclable.

Vita Coco's co-founder, Michael Kirban, is father to a 2-year-old daughter and 8-month-old son. "My children were the inspiration for the kids line,” he said. “After becoming a parent, it was frustrating to see how many artificial, sugary drinks were being marketed to children their age. I knew Vita Coco could create a healthier drink for kids, and we did."

The new Vita Coco Kids line of coconut water beverages is made especially for children ages 2 to 8, and it is available in three new flavors--Apple Island, Paradise Punch and Very Cherry Beach. It will be available at major retailers nationwide starting July, including Target and online at Amazon, for a suggested retail price of $4.99. Each Vita Coco Kids pack includes six, 6-fluid-ounce drinks.

Vita Coco, New York, is the brand that started America's craze for fresh coconut water.

Tetra Pak, Vernon Hills, Ill., is a leading food processing and packaging solutions company.