when vita coco launched in new york city in 2004, not only did it bring coconut water into the mainstream beverage section of groceries, it re-branded coconut water as a premium lifestyle drink and helped start the trend of natural-functional beverages. today, vita coco is a leader in coconut water and a growing global brand sold in 30 countries. celebrated for its delicious, electrolyte-rich hydration and replenishment, vita coco is the brand that helps you “drink a little better, eat a little better, and live a little better.” more recently, the brand has introduced non-beverage products, including vita coco coconut oil. yet, despite its growth and success, vita coco maintains the same entrepreneurial spirit upon which it was founded: a can-do culture that’s just beginning to tap into the potential of the coconut. vita coco is headquartered in new york city. visit vitacoco.com for more information.