Cuipo works with conscientious brands around the world to help preserve rainforests by taking a small donation from each product sale and using it to buy real forest. Cuipo has already bought and preserved 88 million square metres since its inception in 2010.
Buko Coconut Water will be the first UK brand to work with Cuipo, and on every drink pack, consumers will find a unique code that represents ‘their’ square metre of rainforest. They can take this code and enter it on the Buko website to find out where the metre of rainforest they’ve saved is and interact directly with project.
“There’s no hiding the fact that Vita Coco are head and shoulders above anyone else in the marketplace, but even they have admitted that they need a serious competitor in the UK to help grow the category,” said brand owner Aled Morris. “As we come out of the recession, it’s clear from the pick up of organic sales that consumers are once again thinking about the environmental impact of the products they buy. We looked at our offering and after taste and freshness – which always had to be the No 1 concern – appealing to this re-emerging market was the priority for us. Things have moved on from the early Noughties, however, and we didn’t feel that simply being organic and making a donation was enough for today’s demanding consumer.
“The ‘one metre at a time’ campaign gives us a unique platform with which to engage our consumers, and gives us a genuine USP that will quickly build brand loyalty, all without adding a premium price tag to the product.”
Buko Organic Coconut Water has launched in the UK with an RRP of £1.89 for a 330ml carton.
© FoodBev Media Ltd 2022
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