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Coca-Cola Fortifies Its Coconut Water Beachhead With New Zico Flavors

March 9, 2018: 12:00 AM EST
Coca-Cola is laying the groundwork to be a major player in the soon-to-be $7 billion global coconut water market, adding new flavors to its Zico brand family and building its portfolio of healthful, better-for-you beverages.  The company expects coconut water to be a $1.5 billion market domestically by 2020, though the climb will be a steep one, requiring lots of new customers who may have a tough time getting used to the flavor of coconut water. The solution to the problem is new flavors: it recently added chocolate, watermelon-raspberry, and jalapeño-mango to the line. In addition, newly-announced organic veggie juice-coconut water blends (ZICOCocoLixir) fuse two health-centric drinks: coconut water and cold-press juice. It may seem odd for sugary soda company Coca-Cola, but it says it is simply pursuing the new mission of becoming a “total beverage company” globally.
Kate Taylor, "Coca-Cola Wants to Dominate a $7 Billion Industry with a New Type of Beverage that's Taking Over the World", Business Insider, March 09, 2018, © Business Insider Inc
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