While other beverages claim to be the before, during, and after sports hydrator, we don’t. Sure, Vita Coco is stacked with potassium, and is as natural as natural gets (some say it’s like putting a straw in a coconut). Vita Coco is about hydration. And hydration is important no matter what you do. It’s okay if you’re not a marathon runner, a football player or a Tour de France winner. Life is hectic enough, and you should be hydrated while you live it. Go ahead, get hydrated and remember that life is a sport.
Vita Coco got its start in 2003 when Ira Liran and Michael Kirban met two women from Brazil. Missing from America, the women shared, was the Brazilian favorite “agua de coco,” coconut water, the most nutritious and delicious drink in the world. Two months later, Liran was in Brazil learning more about the beverage and working with coconut plantations and producers while Kirban began market research in New York. Since it debuted in 2004, Vita Coco has become one of the fastest growing lifestyle beverages in North America.