Coco-Cola Brazil Launches Coconut Water Juice Blends

Thursday, October 25, 2018

Coca-Cola Brazil has launched a line of Del Valle coconut water-juice blends and extended its Frut range to stretch business and align with consumer needs in a drawn-out economic crisis, its senior marketing manager has said, as reported in FoodNavigator-LATAM.   Last month, Coca-Cola Brazil launched Aqua de Coco coconut water-juice blends in three 200ml carton variants-coconut, mango and passionfruit.  

Speaking to FoodNavigator-LATAM about the recent run of new product development, Pedro Abondanza, senior group marketing manager for nutrition brands at The Coca-Cola Company, said the company had always considered coconut water as a “goal in view” and acknowledged it was a “big opportunity” in Brazil.  Aqua de Coco was launched after about nine months of planning, he said, six of which were taken up finding a suitable coconut water supplier.

Coca-Cola Brazil sourced its coconut water from Timbauba Farm, he said, a traditional fruit producer in Northeastern Brazil because it aligned with principles of conduct required by Coca-Cola Brazil, including responsible practices and policies that complied with environmental and labor laws.  The company aims to hold 10% of the market, which represents around 12 million liters annually.  Globally, the packaged coconut water is set to surpass $8.3 billion by 2023, according to market research firm Aritzon, growing at a CAGR of 25%.

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