Lookout world! It’s raining…coconut water!
While multiple coco water brands rumble for position as top nut, major bev companies are sinking their teeth into the ripe ‘healthy’ drink market hoping to reap the benefits of sweet profit! (too much?). Dramatics aside, as if we didn’t make the more-coconuts-in-your-face warning clear enough last week, this news of Coco-Cola taking a bite out of ZICO ought to be a pretty big hint.
Zico announced yesterday that they raised a hefty $15 million (!) from investors, with Coca-Cola snagging a 20% stake!
“Building on our established momentum and powered by this new investment, we plan to introduce the Zico brand and its natural health benefits to a much larger mainstream audience, which has always been our mission.” said Mark Rampolla, Zico’s founder and chief executive officer.
The rest of the bidders? “Jesse Itzler, principal of Suite 850 and co-founder of Marquis Jet, a number of A-list celebrities, successful beverage entrepreneurs, and independent beverage distributors.” A-list celebrities..? Other successful bev entrepreneurs? Does Bikram fit in there somewhere?
Before you break a sweat maybe we should all consider this as a good sign; are people really trying to be healthier, choosing the nutritious C over the Sunny D? Is the Yoga boom to blame/credit for this sudden surge in major level packaged hydration? Do we cheer on the little guy getting big play? PepsiCo went for the ready-made company in Brazil, while Coke stepped up stateside. What’s next..Coconut flavored soda? Snapple Coconut Delight? We’re taking bets…offer your guesses/wishes in the comments.
Fun fact: Zico was founded a measly 5ish years ago in 2004.