Vita Coco maker thirsts for aluminum as it enters competitive bottled water space


Vita Coco maker thirsts for aluminum as it enters competitive bottled water space

AUTHOR Christopher Doering@cdoering

PUBLISHED June 4, 2019

Vita Coco has become well known for its coconut water packaged in a rectangular-shaped cardboard​ carton. But as consumers increasingly factor sustainability into their buying habits, the beverage maker is turning to the more recycle-friendly aluminum to launch its new premium water.

The idea for its new water brand, Ever & Ever, came after parent All Market partnered with Lonely Whale, an incubator focused on ocean health, to help the company rethink its environmental footprint.

With 75% of aluminum ever produced in the U.S. still in use today, according to the Aluminum Association, it made sense for All Market to embrace the metal, especially for a beverage such as water where the popular plastic bottle is not frequently reused.

“We’re trying to create intrigue with bottles. It definitely doesn’t look like the other water brands in the category, and that is obviously intentional and our mission is to spike a curiosity with someone,” Jane Prior, chief marketing officer at All Market, told Food Dive.

“For consumers who are on the go, live on the go or travel, there is not really a great sustainable option and that was the impetus behind launching the Ever & Ever brand.”

The name, which was chosen to reflect the principle of reusing aluminum over and over again, comes in a blue, white and silver bottle. It’s covered with text talking about recycling and how the bottle could eventually become a hubcap, wind chimes, another bottle or even a pirate hook in a local production of Treasure Island. It’s part of a broader push from All Market to position its portfolio on natural products as not only good for the consumer but the world.

While the packaged water space is “incredibility competitive,” Prior said the company’s sustainability message with Ever & Ever, the staffing it already has in place for its Vita Coco brand and its existing relationships with retailers allow them to more easily move into new product categories.

“This is one of the reasons we feel we can win and compete in the water space,” she said.

Ever & Ever will be sold in New York City starting in June, and online through Amazon before branching into other stores in 2020 after retailers go through their annual reset where they determine which products they carry, Prior said. A 16-ounce bottle will sell for $1.99 each with a 12-pack going for $23.99.

Source: Vita Coco maker thirsts for aluminum as it enters competitive bottled water space | Food Dive

 A-F CHEF Notes: I haven’t tried this sparkling water in an aluminum can.

For decades I’ve read that aluminum was bad for the brain based on findings from brain autopsies of elders with progressive brain impairment diseases, which showed elevated levels of aluminum. So what about now? Is aluminum going to make a comeback and replace the plastic bottle, because it’s easier to recycle?

The writer didn’t mention the water. It’s all about the can, evidently. Does aluminum leach into the can? Why are we still using aluminum cans for small size beers and sodas if the aluminum is bad for us? Why did grandma or grandpa have too much aluminum in their brains if they didn’t drink beverages from aluminum cans? Where did it come from?

The consumer of products in aluminum cans deserves answers to these questions.




Inside Vita Coco’s Bathroom Breakout

CNAP COMMENT: In fairness to those who hate the taste of coconut water, all but one that I’ve tried has a distinctive off-putting taste/flavor that’s hard to like. Lucky’s Espresso brand and flavor of coconut water is the only one I’ve tasted with that off flavor masked. I will definitely try this VITA COCO coconut water to see if I can detect that off-putting feature of other coconut waters.

Last Wednesday, Vita Coco maker All Market Inc. began the day by launching its new Impossible to Hate campaign — a summer marketing drive to promote its pressed coconut water line.

By 3 p.m. their social media coordinator was standing in the bathroom holding a jug of urine and asking for an address where she could mail it.

While associating its products with pee is something most beverage brands tend to avoid, Vita Coco’s risky tweet has been a major success, the company said — one that it’s proud to stand behind. A week later, the viral moment has received more than 4,500 retweets, 32,000 likes, and free media exposure with write-ups in Vox, New York Magazine, Fox News, and Business Insider.

So, as Mashable’s Morgan Sung asked, “How the hell did we get here?”Speaking with BevNET this week, Vita Coco brand director Allison Finazzo and community coordinator Lane Rawlings (the woman in the photo) said the moment was improvised and authentic, but also tied to the company’s broader Impossible to Hate campaign.

Conceived in coordination with creative partner Interesting Development, Impossible to Hate is focused on promoting the company’s Coconut Water with Pressed Coconut SKU by reaching out to “haters” online and urging them to try the product in order to prove that the drink can win over even the most hardened skeptics. The company used an algorithm to scrape user reviews from Amazon, Yelp, TripAdvisor, and other websites to find users with the highest amount of negative reviews — identifying nearly one million people with more than 40 million combined posts — whom they could try and convert to fans of the pressed line.

“We felt that if we could get a mediocre review from people who are giving one star to the Grand Canyon or a teddy bear, or writing that Chicago ‘is not worth it’, then it would show pressed is truly impossible to hate,” Finazzo said.

On Wednesday, Rawlings was tasked with using the official Vita Coco Twitter account to reach out to users who had in the past tweeted about hating coconut water and engage them directly about the pressed line. That’s when she encountered amateur mixed martial arts fighter Tony Posnanski.

On March 8, Posnanski had tweeted a list of “unpopular opinions,” including that “Candy Corn is absolute trash,” “The Beatles are very overrated,” and that “Coconut water is disgusting.” Rawlings responded to the tweet, telling the fighter there was “such a thing as too many eggs.” After a brief exchange, Posnanski — who had coincidentally written about his hatred of coconut water in The Huffington Post in 2013 (something Finazzo and Rawlings said they were unaware of at the time) — ultimately said the magic words…

FINISH READING: Inside Vita Coco’s Bathroom Breakout –