Rihanna Launches New Tropical Vita Coco Flavor
Rihanna has officially launched her signature “Tropical Fruit” flavor with everyone’s favorite hangover cure, Vita Coco.
“I grew up in Barbados, so when Vita Coco approached me to help develop a new flavor, I thought we should combine the natural coconut water with fresh tropical fruits—two of my favorite things,” says Ri Ri. “It tastes so delicious and reminds me of home.”
The beverage is based on 100 percent pure coconut water drawn from young, green coconuts (as opposed to the milky liquid from brown coconuts) and has high-profile celebrity investors including Madonna (who read about the product in a September 2010 story in The New York Post and proceeded to invest $1.5 million in the brand), Matthew McConaughey, Anthony Kiedis and Demi Moore.
According to the Post, Vita Coco logged approx. $40 million in sales last year, turning down multimillion dollar investments from beverage industry giants Coke and Pepsi and opting to “try to make it alone in the highly competitive water wars.” The brand has 60 percent of the market but competes with two other brands, Zico and ONE.