Nestlé targets coconut water frenzy with new frozen snack
Its ice cream business Dreyer’s has launched two coconut water frozen snacks under a new brand ‘Outshine’ - Coconut Waters with Banana and Coconut Waters with Pineapple.
The new frozen snacks will join Dreyer’s current fruit bar products under the new brand and Nestlé said it has developed a further four flavors set to launch this month.
“The popularity of coconut water has exploded with more than 23 million US consumers enjoying coconut water-based beverages. By blending delicious young coconut water with refreshing fruit, we’ve created a totally invigorating snack,” said Kerry Hopkins, brand manager for Outshine.
Nestlé claims it has developed the first national coconut water-based frozen fruit bar for grocery and supermarkets across the US.
Each snack bar contains 60 calories and is made from a blend of coconut water and fruits. Nestlé said the non-fat, non-dairy bars offer the hydrating benefits of coconut water.
The translucent, fat-free, low calorie liquid from the inside of young green coconuts is rich in potassium and magnesium, making it very popular in sports and hydration beverages as a natural isotonic juice and source of essential electrolytes.
The Dreyer’s Outshine brand will also feature limited edition products inspired by seasonal fruits. In February through August raspberry and peach flavors will be on sale and from September through December grapefruit and blood orange.
The new branded bars will be rolled out in 6-packs across grocery and supermarkets nationwide this month.
Coconut water soars
The market for coconut water beverages grew 100% in 2011 taking the combined retail sales value of the US and European markets to $265m, according to a New Nutrition Business report.
Over the past two years the range of beverages has skyrocketed with PepsiCo, Coca-Cola and O.N.E just a handful of brands to launch a product.
With the surge in new product development, packaging firms such as Tetra Pak have worked hard to innovate in aseptic packaging that can handle the liquid. The packaging giant set up a Coconut Knowledge Center last year to handle customer requests for marketing and technology support.