Vita Coco Coconut Water 'Poised for Major Growth' in 2010; Madonna is Among High-Profile Investors

New York, February 6, 2010 -- Vita Coco, the nation’s best-selling coconut water and one of the fastest-growing beverage brands in the U.S., has announced a group of high-profile new investors into the five-year old, New York-based beverage company.

With over 60% share of the coconut water market and annual revenues more than doubling in 2009 from the previous year, "Vita Coco is headed to record sales in 2010 and beyond," the company noted.

It was officially confirmed by Vita Coco CEO and co-founder Michael Kirban that entertainment manager Guy Oseary and his client Madonna invested in Vita Coco. Oseary also brought on board Matthew McConaughey, Demi Moore and Red Hot Chili Peppers frontman Anthony Kiedis as additional Vita Coco investors.

Fresh coconut water, extracted from young green coconuts (not brown ones) has grown increasingly popular as both a lifestyle beverage and a natural sports drink. “Each of these investors not only validates the Vita Coco brand, but the category of natural-functional beverages as well,” added Kirban.

Vita Coco -- all-natural, 100% pure coconut water -- contains almost 700 mg of potassium, approximately 15 times more than the average sports drink in a similar serving size.

Of all the coconut water brands presently sold in the U.S., Vita Coco is the only brand with its own production facility, allowing Vita Coco to directly manage quality control, new flavor development and special packaging.