Despite its recent growth, coconut water is still working to win over some consumers, says Arthur Gallego, communications director for Vita Coco, New York. In this month's Category Focus on coconut water, he explains that consumers often expect coconut water to have a sweeter flavor profile similar to coconut milk or confectionary coconut applications.rnTo win over consumers, the category has paired coconut water with fruit flavors, such as Vita Coco's Coconut Water with Acai and Pomegranate.
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