The popularity of coconut water in the UK continues to rise with sales expecting to quadruple over the next five years. High profile celebrities Madonna and Rihanna like coconut water so much that they purchased stakes in the healthy and hydrating beverage. Purported to cure hangovers and aid in weight loss, coconut water is becoming the go-to beverage for many UK citizens. While Coke still reigns supreme across the country, coconut water is more than a fad and PepsiCo has taken notice. It is rumored that the soft drink behemoth is interested in acquiring the leading coconut water brand Vita Coco for up to $1bn (£757m).

Key Takeaways:

• Coconut water is growing in popularity as a beverage choice in the UK.
• Celebrities are investing in the drinks, and they are often seen enjoying them, thus driving demand.
• Companies are now searching for the most flavorful and cost effective options for serving coconut water to consumers.

“Madonna, Rihanna and Matthew McConaughey drink it by the gallon and like it so much they bought a stake in it. Now coconut water has become the UK’s fastest-growing soft drink.”

Read more: https://www.theguardian.com/business/2017/sep/08/shelling-out-britons-go-nuts-for-coconut-water