Vita Coco’s UK CEO Giles Brook tells BeverageDaily.com he doesn’t understand ‘brands that rubbish other brands’ following an attack by coconut water rival INVO on his product’s nutritional and health benefits.
Premium coconut water brand INVO has justified its ‘slight attack’ on UK market leader Vita Coco and other rivals' nutritional and health benefits, insisting it needs to educate people on its own uniqueness.
Vita Coco’s UK CEO Giles Brook says he would welcome a strong rival to accelerate growth in coconut water and predicts £75m sales for his brand in 2014.