Launching at Vita Foods this week is Koko Karma, a coconut water powder from Zuccari.
The product is expected to hit the US in the next few months. The Italian company is launching its product there, rather than in its native country. Stefano Sala, CEO and founder of Zuccari, explained this is because Italians are more familiar with coconut milk than coconut water - while coconut water is booming in popularity in the US.
The idea of Koko Karma is to maintain the minerals present in traditional coconut water, such as potassium and magnesium, but put the product in a more portable form. This will help make it attractive to active and sporty consumers, explained Sala.
The product has been two years in the making, with Sala (pictured) calling it an ‘upgrade’ for coconut water.