beverages; coconut water; water; children

Coconut water has emerged in the U.S., and with a 925% increase in coconut water beverage launches from 2005-2010, this activity is likely to continue, as consumers become increasingly familiar with its benefits and flavor. Evidence of this movement into the mainstream is the recent launch of O.N.E. Kids Coconut Water. A coconut water positioned for children, the drink is formulated with no added sugar and claims to be hydrating. The product is packaged in a kid-friendly, juice box format. O.N.E. Kids Coconut Water is available in four flavors: Fruit Punch, Apple, Raspberry and Orange.

Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group; 351 W. Hubbard, 8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail atillman@mintel.com.pf