Product Launch - US: Thai Agri Food Co's FOCO Coconut Water tropical flavours

By | 15 January 2013

Thai Agri Food Cos FOCO Coconut Water tropical flavours

Thai Agri Food Co's FOCO Coconut Water tropical flavours

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Thai Agri Food Co's FOCO Coconut Water tropical flavours

Category - Soft drinks, coconut water, flavoured

Available - On shelves now

Location - US; New York, Baltimore, Maryland, with plans to launch in New Jersey and Philidelphia in April

Price – SRP of US$2.49 per 50cl TetraPak

Importer - Vasinee Food Corp

Distribution - Exclusive Beverage Distributors

Thailand-based Thai Agri Foods and Vasinee Food importers have launched flavour extensions to its coconut water brand in the US market.

FOCO Coconut Water comes in five flavours - pineapple, mango, pomegranate, pink guava and lychee - and is made with South-East Asian coconuts. FOCO Coconut Water was first launched last September along the US east coast.

The coconuts used in FOCO comes from plantations in Vietnam controlled by Thai Agra, a spokesperson for the company told just-drinks.

In April, The Coca-Cola Co upped its stake in coconut water maker Zico Beverages to gain traction in the growing coconut water market. The coconut water market grew 100% in 2011 year on year, according to New Nutrition Business.

Show the press release

FOCO 100% Pure Coconut Water Now Available in Five Tropical Fruit Flavors

NEW YORK, Jan. 14, 2013 /PRNewswire

Vasinee Food Corp., the leading importer of FOCO 100% Pure Coconut Water in the United States, is now introducing FOCO in five tropical fruit flavors - pineapple, mango, pomegranate, pink guava, and lychee.

FOCO 100% Pure Coconut Water has received excellent reviews for its sweet, pure, refreshing taste. With the addition of these all-natural, tropical flavor splashes, the brand now offers consumers more ways to "GO LOCO FOR FOCO," as the its advertising slogan suggests.

"These flavor introductions are a natural extension for FOCO," says Nina Vatthana, President of Vasinee.  "We believe we have the purest, best tasting coconut water on the market, because we use single source, young green coconuts grown on specific plantations in Southeast Asia, controlled by us.  The result is a coconut water with consistently great taste characteristics and nutrient levels, but is never made from a concentrate. So the five tropical fruit flavors we've added simply enhance FOCO's already superior taste."

Like the original, the five flavored FOCO coconut waters will be distributed in a 500mL Tetra Pak(TM) carton. They'll also be low in calories (only 50 calories per serving, with Mango at a low 60 calories), nutrient-rich (5 essential electrolytes), and offer excellent, all-natural hydration properties. Coconut water is often called a better hydrator than water and is an excellent sports recovery drink.

Vatthana also points out that each tropical fruit flavor was carefully chosen to complement the delicious taste of FOCO 100% Pure Coconut Water: Pineapple offers a refreshing alternative to a pina colada without the extra calories; Mango pleases with an aromatic, bold flavor; Pomegranate is light and sweet, with just a hint of tart; Pink Guava is fragrant, fresh and crisp; Lychee lives up to its billing as the most exciting of exotic fruits.

FOCO 100% Coconut Water in tropical fruit flavors is being supported with a comprehensive advertising and point-of-sale merchandising campaign that builds on the brand's memorable themes, GO LOCO FOR FOCO and HEAVENLY HYDRATION. The product website, golocoforfoco.com, features full product details, a retail store locator and distributor contact information.

Vasinee's Vatthana believes that the tropical flavor additions to the rapidly growing FOCO 100% Pure Coconut Water line strengthen its chances of taking even more market share. "We've been selling coconut-based food products successfully for 25 years and we've put together a great team behind the FOCO tropical flavors launch," says Vatthana. "We think consumers are going to be asking for FOCO by name wherever they buy this healthy beverage category." She adds, "We don't call it Heavenly Hydration for nothing."

Vasinee Food Corporation is the leading importer of Thai and Asian food products on the East Coast of the United States. Established in 1978 as a small family business, the company has grown to become one of the largest U.S. wholesale food distributors. Headquartered in Brooklyn, New York, Vasinee operates a 90,000 square foot warehouse, imports over 2,500 ocean freight containers yearly, and imports and distributes to wholesale distributors, independent supermarkets, supermarket chains, food service companies, restaurants, and grocery stores. With over 25 years of experience and two generations in the food business, Vasinee Food Corporation is considered a reliable, trusted food products partner focused on quality and customer service.

 

Original source: PR Newswire

Expert analysis

Coconut Water 2012

The market for coconut water beverages grew 100% in 2011 taking the combined retail sales value of the US and European markets to over $265 million (€196 million). The achievement is all the more amazing because it’s a premium-priced category. The market is expected to grow another 50% in 2012. This report sets out which brands are successful and why and defines the key drivers for the coconut water phenomenon.

Sectors: Product launches, Soft drinks

Companies: Coca-Cola Co

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