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Marketers See Coconut Water As Next Big Trend In The Drinks Business

August 27, 2009: 06:46 PM EST
Drink makers large and small are revving up their marketing engines for what may be the next big trend: coconut water. The product, already a big hit in Brazil and grabbing attention in the United States, thanks to athletes and celebrities, is low in calories and high in potassium, making it a healthy, natural drink choice, experts say. Small companies like Zico and O.N.E World Enterprises have the early lead among the athletic crowd, but Pepsi and Coca-Cola are expected to broaden the pitch to the average consumer in the near future, either new brands or acquisitions they can roll through their distribution systems.
Suzanne Vranica, "Coconut Water Bubbles", Wall Street Journal, August 27, 2009, © Dow Jones & Company, Inc
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