Coconut water brand Vita Coco has launched a new 750ml PET format, available from stores in the UK from this month.
The new bottle will complement the existing Vita Coco range, which is currently available in three Tetra Pak sizes: 330ml, 500ml and 1 litre. The brand claimed that it was responding to consumer behaviour, which has seen a rise in shoppers who enjoy coconut water in different pack types.
The latest pack size will give these consumers a more accessible, take-home format, Vita Coco said.
Vita Coco EMEA CEO Giles Brook said: “As market leaders in the coconut water category, we constantly strive to be at the forefront of innovation, and we are excited to be introducing our 750ml PET bottle this February to sit alongside our existing Tetra range.
“We have witnessed more and more consumers shop by pack type, alongside making their product and brand choice, so we want to ensure we have a solution to meet PET seeking consumers’ needs as well as the needs of our existing tetra-loving consumer.
“PET also drives better accessibility for consumers at a lower RRP entry point, with great standout through the disruptive bottle shape and packaging. We want to lead the evolution of the category as part of our overall strategy of becoming synonymous will all things coconut; our PET launch is very much at the heart of this.”
The new bottle will retail for £2.99.
To mark its introduction, Vita Coco is launching a campaign called Fresh New Look, Same Great Taste. Centred around London Fashion Week, it will showcase the whole Vita Coco collection with widespread sampling at shows and through influencer partnerships.
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