Vita Coco Coconut Water has sealed a new partnership with the Castle Triathlon Series, becoming the series official hydration partner throughout 2014.
Giles Brook, CEO of Vita Coco Europe, explained why sports and fitness has become a key strategic area for the brand. “Since we launched in the UK we have seen a growing trend of increasingly health-focused consumers choosing Vita Coco to provide a truly natural alternative to hydration across a wide range of sports and abilities.
“We’re delighted to be partnering with the Castle Triathlon Series in 2014, as their inclusive race schedule means we will be hydrating both families and seasoned triathletes with the Vita Coco and newly launched Vita Coco Kids ranges. Working with the Castle Triathlon Series allows us to continue building awareness of Vita Coco and Vita Coco Kids as a natural alternative in sports hydration, for those of all athletic abilities, and all ages.”
According to Nutritionist Anita Bean “If you are doing high intensity activities, such as competitive running, swimming or cycling longer than an hour then an isotonic drink (containing up to 6g carbohydrate per 100ml) may help your performance. The extra carbohydrate fuels the muscles and speeds up water absorption. Vita Coco Coconut Water contains 5g sugar per 100ml and replaces lost fluids as effectively as sports drinks, according to published studies.”
Castle Triathlon Series, Race Director Brian Adcock, said “We are committed to providing the best possible experience for the Castle Triathlon Series community. We know that staying hydrated is crucial for enjoying exercise as well as achieving peak performance. This partnership gives the thousands of competitors the perfect way to hydrate naturally across three countries.
“We are delighted to be working with Vita Coco, as their passion, support and advice will help improve the participant experience – especially when they enjoy the finishing line beach huts!”
This partnership announcement is coupled with the strong inroads that Vita Coco has made in sport and fitness since launching in the UK in 2010.The brand is stocked in over 1300 sports outlets and is ‘regularly recommended by conditioning coaches of top sporting teams as a natural drink of choice.’
The coconut water used in Vita Coco, 100% Natural Coconut Water comes from young, green coconuts and is full of naturally occurring potassium and essential electrolytes. With no colourings, preservatives or flavourings and not produced from concentrate, the company notes that ‘it’s just like sticking a straw in a coconut.’
Vita Coco Kids will also be hydrating the Castle Tri children’s events with a brand new range of naturally fruit flavoured coconut waters. With flavours, Apple & Blackcurrant and tropical Mango & Pineapple, Vita Coco Kids ‘has around 20% less sugar and less calories than other leading UK chilled kids juices and smoothies’, and is positioned as being perfect for parents seeking a healthier beverage option.
Nutritionist Amanda Hamilton said “Children need to replenish fluids and lost electrolytes from sweating just as adults do. However, many youngsters are not keen on the taste of plain water. Drinks such as Vita Coco Kids are more in tune with a child’s palate, thus making the task of rehydrating all the more pleasant and therefore more likely to happen!”.
Vita Coco was founded by long-time friends Michael Kirban and Ira Liran in 2004 and is based in New York City. The Vita Coco brand is a leader in the natural-functional beverage category. Vita Coco Coconut Water is currently sold at over 40,000 retailers globally (18,500 in Europe), and in the UK can be found at Amazon, Boots, Harvey Nichols, Holland & Barrett, Morrisons, Nutri Centres, Nisa, Ocado, One Stop, Planet Organic, Sainsbury’s, Selfridges, Superdrug, Tesco, Waitrose, Wholefoods, many office sites and other leading independents.
The coconut water industry is reported to be on track against predictions to be worth £100 million in the UK by the end of 2014; and €250 million across Europe by the end 2015. Vita Coco is currently the fastest growing brand in the UK’s non-alcoholic beverage category (according to IRI 52 week sales to 31 December 2013). The brand grew by 117% in 2013. Since 2010, Vita Coco Coconut Water has doubled its business each year.
www.castletriathlonseries.co.uk
www.vitacoco.com
