February 2012/Prepared Foods -- Coconut water remains a growing segment of the beverage category. As Beverage Marketing Corp. explains, young adults are embracing the beverage; the company calls teens the kind the kind of consumers “used to searching for alternative health solutions.” Marketers of coconut waters have been quick to capitalize on its hydrating “natural sports drink” positioning.
The latest launch in the segment comes from a brand closely tied to the natural trend, SoBe. Its Lifewater with Coconut Waters includes three new flavors infused with coconut water: Pacific Coconut, Pomegranate Nectarine and Mango Mandarin. Each 20oz bottle promises 80 calories and 10% coconut water, as well as such ingredients as purified stevia extract and sea salt. pf