Rebel Kitchen has repositioned Unoco, the brand of coconut water that it acquired in January, under its own brand.
Rebel Kitchen’s raw coconut water is the third product to join its portfolio of fully coconut-based snacks and drinks, following the launch of its dairy-free coconut yogurts in April. The introduction of the new products is demonstrative of the rapid growth of the business and its intentions to further accelerate growth in the increasingly popular coconut sector, the company said.
The “disruptive” branding for the coconut water creates a point of difference against the other coconut waters on the market, Rebel Kitchen said, and this will be used as a defining feature that sets it apart from other health food brands.
Rebel Kitchen founder Tamara Arbib said: “With our unique packaging design and offering of a fully organic, single-source coconut water, we’re confident that we can achieve cut through and cement our position as leaders in the premium coconut category. We’ve focused our energy in recent months on really establishing the brand’s core essence, which ties into everything from the way we talk, behave, act and look. Investment in bold packaging designs to ensure standout on shelf has always been a key part of our strategy. It’s become synonymous with who Rebel Kitchen is.”
The coconut water market is estimated to be worth over £100 million in the UK alone, with 120% growth year on year.
Rebel Kitchen coconut water is from a single source, made using only organic young green coconuts grown in the Philippines. This gives the coconut water its notably crisp, clean taste, and provides a point of difference between most other coconut water brands on the market, which source their coconuts from Thailand.
Water made from young green coconuts also offer the closest taste that there is to drinking straight from a cracked, freshly picked coconut, the brand argued.
Rebel Kitchen coconut water is pink because young green coconuts contain high levels of antioxidants, which turn pink when oxidised. It is also raw, which means it is not heated or treated, but produced using a high pressure processing method to give it a commercially viable shelf-life without altering the flavour profile or nutritional value of the product.
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