The new product Tropicana Coco Quench, which is 100 percent fresh and made from real coconut water, is the first locally-produced drink with an eight-month shelf life. This new product harnesses tropical Philippines’ vast coconut production and capitalizes on the advanced technology of Tetra Pak packaging to keep the coconut juice fresh without the need for preservatives and added flavors, PCPPI officials announced on Thursday.
The new product is part of PCPPI’s plan to jack up the revenue share of non-carbonated beverage from the current range of 30-50 percent within the next three years, PPCPI president Partho Chakrabarti told reporters after the product launch.
“The upsurge in demand for coconut water is remarkable. This phenomenon has drawn global attention to the Philippines as one of the leading sources of coconut water in the world. Tropicana Coco Quench leverages the expertise of Tropicano to come out with a revolutionary product from locally grown coconuts that addresses the need for better and healthier choices for consumers,” Chakrabarti said.
Starting 2013, the first full year of Coco Quench brand in the market, Chakrabarti said PCPPI was expecting to sell two to three million cases.
He said that PCPPI would ride on the combined strengths of its key shareholders – American multinational firm Pepsico Inc. and the Lotte group – to distribute this homegrown brand to Southeast Asia and North Asia.
The product is the only drink that utilizes an octagon-shaped packaging for easier grip. The 330-ml pack comes with a pull-tab mechanism which allows the consumer to drink straight from the pack. This size is selling for about P30. The bigger 1-liter pack has a resealable cap and is selling for P80 each.
Coconut water is known for containing electrolytes similar to the human plasma, making it naturally hydrating with less sugar and calories, said product manager Beverly Po. This is also a rich source of iron, calcium and magnesium. It has four times higher potassium content than bananas.
Supermodel Charo Ronquillo, who has walked the runway at prestigious New York and Paris fashion shows, was chosen to be the brand ambassador for Coco Quench given its proposition as the beverage for consumers who lead an active lifestyle.