News on ZICO!  ZICO Video Library
1 Jun 2005
Trend spotters Iconoculture spots ZICO as new trend.
TREND
NATURE’S ENHANCED WATER
KEY INSIGHT
Coconut water puts an all-natural spin on sports drinks.
CONSUMER CONNECTION
Freaked out by all the chemicals in fortified drinks? Healthy-food lovers will find coconut water’s natural electrolytes and minerals appealing.
Sports drinks are getting a run for their liquid assets, courtesy of Mother Nature. Coconut water, a mainstay in tropical countries, has hit American shores, and it’s being touted as coming straight from the tree with all the salts, sugars, and vitamins that workout junkies need. Upstart Zico is the latest to dive in with three flavors that are free of fat and added sugar. Meanwhile, Vita Coco hypes its offering as a “Taste of Brazil” that’s 100% pure with no pulp. Both Goya Foods and Kero Coco also offer coconut waters, the latter plugging its version as “The Fluid of Life.” While those thirsty for something a little stronger can always use coconut water as a mixer, it’s the healthy-food lover who’s set to carry it across the finish line. A fresh escape from the chemicals in fortified drinks, coconut water may score a perfect 10 for its natural charm.
RESOURCES
Zico: 866-729-9426. A case of 12 11-oz. Tetra Pak cartons of Zico costs $28.
Vita Coco: 877-VITA-COCO. A case of 24 11-oz. Tetra Pak cartons of Vita Coco costs $48.
Goya Foods: Goya products are available at many grocers, or call 800-ASK-GOYA.
Kero Coco: 6-oz. cartons of Kero Coco can be purchased through BrazilianShop.com for $1.99 per carton.
GENERATIONS
General Market: Boomers, Matures
CATEGORIES
Food/Beverage, Health
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