Vita Coco is preparing to launch a new line of flavoured coconut waters in the UK.

The brand has applied to register the term ‘Vita Coco Treats’ with the Intellectual Property Office under a class 32 mark, covering coconut-based drinks.

Approached by The Grocer, Vita Coco confirmed it was preparing to launch Vita Coco Treats Strawberries & Cream – a low-calorie, strawberry-flavoured coconut drink with no added sugar – in the UK. 

Treats Strawberries & Cream (rsp: £2.50/330ml) would launch as part of the meal deal fixture in “several thousand” grocery stores from April, Vita Coco EMEA managing director Tim Rees said. A 250ml format will follow in convenience from June.

The NPD used the same “creamy coconut” base as Vita Coco’s Extra Coconut product and would look to tap into “the growing demand for healthier indulgences”, said Rees.

“Treats will bring a whole new meaning to the ‘treat yourself’ trend in the UK,” said Rees. “With its clean, natural ingredients and refreshing taste, we are confident it will create a buzz on-shelf and further fuel our growth in the UK’s beverage category.”

Treats Strawberries & Cream debuted in the US last April and was already outselling Vita Coco’s Original coconut water in key retailers including Target, Rees revealed.

Vita Coco had developed additional Treats flavours which was ready to launch should the line prove a hit with UK shoppers, he added.

“By launching with one SKU, we can see if it performs in line with expectations, and if it does we can very quickly turn on new formats and ranges,” he said. “We have three other flavours already developed.”

To support the UK launch of Treats, Vita Coco will roll out a six-figure OOH campaign across cities including London and Manchester. The campaign will also include activations across digital, influencer marketing, and a 50,000-carton sampling campaign.

The NPD comes with demand for Vita Coco’s drinks booming. Sales have climbed 21.2%, to £46.4m, on volumes up 20.6% [NIQ 52 we 7 September 2024].

It is not the first time Vita Coco has experimented with a flavoured coconut-based drink in the UK. A chocolate version of its original coconut water was discontinued in 2017.

In 2021, the brand tried again with Choc-o-lot – pitched as a healthier alternative to dairy-based chocolate drinks.

Choc-o-lot was reformulated with added fibre in 2022 but was last seen in Lidl and on Ocado in September 2024, having been delisted by Morrisons, Sainsbury’s and Waitrose [Assosia]. Vita Coco confirmed the product had now been discontinued.