Brazilian coconut water brand Obrigado expands to Europe
Brazilian coconut water brand Obrigado is set to expand into Europe, just two and a half years after launching on the Brazilian market.
Obrigado, which is also available in the US, is produced from fresh, young green coconuts that are harvested on the brand’s own sustainable farms in the state of Bahia. Its name, which translates from Portuguese as simply ‘thank you’, is a nod to the brand’s natural ingredients and recognition of its gratitude for nature’s resources.
The drink will be available in the UK – the brand’s first market outside the Americas, and its first in Europe – with more than 1,400 points of distribution across the Greater London area.
Mark van de Grift, global marketing director for brand owners Grupo Aurantiaca, is heading up Obrigado’s nationwide roll-out plans to gain listings in premium independents and multiples.
He said: “We believe that Obrigado is exactly what the British coconut water category is missing with the brand’s unique patented extraction method which allows the product to be 100% pure, nothing added. Consumers today have an ‘always on’ lifestyle but are ever more health conscious; they also have a real focus on provenance.
“One of Mintel’s top food and drink trends for 2018 is ‘full disclosure’ – as the only brand on the market with its own land where all coconuts are sourced, this is something that’s core to our brand.”
In 2017, annual coconut water sales in the UK broke the £100 million mark for the first time and are forecast to quadruple over the next five years.
‘£2.3 million launch activity’
In only two and a half years on the Brazilian market, Obrigado reached 12.5% market share at its peak in 2017, having sold more than 12 million litres of coconut water.
This launched Obrigado into the top four coconut water brands in Brazil, making it one of the most successful brand stories in the country’s recent history. Obrigado, which is also available in the US, is now looking to replicate this success with its launch in the UK.
“Obrigado is committed to educating consumers on the benefits of coconut water and shaking up the category in the UK,” added Adhy Singagerda, CEO of Aurantiaca Europe. “To achieve this, we will be spending £2.3 million in this market, helping to result in category growth.”