Vita Coco Brand ''On Target'' To Quench Summer Thirst

New York, NY - Vita Coco, the original coconut water and one of the fastest-growing lifestyle beverages in the country, recently announced increased distribution for the brand through a new relationship with Target. Vita Coco, created by All Market, Inc. has quickly found a loyal following with consumers ranging from yoga enthusiasts to a national hockey team (the Pittsburgh Penguins) to celebrities and recognized tastemakers. Vita Coco will be sold at 160 Target stores in the Western U.S., with plans to increase the number of doors soon.

"We launched the Vita Coco brand less than three years ago and now it's in Target!" exclaims Michael Kirban, co-founder of Vita Coco. "Target is one of the coolest retailers around and potentially a real tipping point for the brand. We expect to introduce Vita Coco to a wide range of lifestyle and fashion-conscious consumers who want a great thirst quencher during the summer months, or really any time of year."

Vita Coco, pure, 100% coconut water, has for many consumers quickly become the alternative to traditional bottled waters and sports drinks. The Vita Coco brand launched in 2004 and was initially sold only in health food stores. By 2006, the brand broke through into mainstream groceries and was selling in over 3,000 retail doors nationwide. In 2007, Vita Coco is now sold in close to 4,000 retail doors nationwide, including the new relationship with Target stores.

SOURCE: Vita Coco