Coconut water brand Chi has announced a 500% increase in growth since last year. In the first three months of 2013 alone, Chi’s turnover exceeded that of the whole of 2012 – a consequence of boosted sales both in the UK and abroad, including emerging markets such as Poland, Lithuania and Slovenia and a rapid increase in European territories such as Finland, Holland and Sweden.
Since Chi launched in 2011, it has introduced private labels into a chain of 250 UK on-the-go food chains, including Pret a Manger; and is available in thousands of UK retailers, including WH Smith, Ocado and Whole Foods Market. According to Tree of Life wholesale data, Chi was the fastest growing UK coconut water brand in 2012.
Earlier this year, Chi expanded its range with three new flavours – coconut water and tropical fruits, coconut water and pineapple, and coconut water and mango. It also launched two dairy free coconut milks – Chi Chocolate Coconut Milk and Chi Espresso Coconut Milk. The latter won the Best Ready to Drink Coffee award in the Beverage Innovations Awards at DrinkTech last month. The entire on-the-go Chi range is packed in Tetra Prisma Aseptic 330 ml with DreamCap, a carton and closure combination ergonomically designed for the on-the-go consumer.
Jonathan Newman, founder & CEO of Chi Drinks, said: “Our growth figures clearly show that consumers have decided that coconut water is here to stay – and with Chi outselling all competitors within a space of 9 months in 2012, obviously consumers are loving the Chi brand. The huge growth of coconut water generally shows it has moved from a niche health product to a popular daily drink for shoppers across the UK and abroad. We are really proud of our drinks- not only do they taste great, they are a fantastic way to rehydrate. And, because they are packed in portion seized Tetra Pak cartons, they are really convenient, especially for those who like to drink on the move”.
“We have enjoyed a fantastic 2013 so far and I have no doubt that 2014 will be just as strong.”
Mike Jarvis, portfolio manager at Tetra Pak, said: “The growth of Chi and coconut water more broadly is a phenomenal success story and we are delighted by the progress of the Chi range. Our cartons have a strong environmental profile and are designed to be as convenient as possible. It is largely because of this that Tetra Pak cartons continue to be the packaging of choice for new and current coconut water brands, which is something we are really proud of. “
Worldwide, the number of product introductions in the coconut water sector has more than quintupled (+540%) in the past five years (Mintel research: Tropical storm in the food and drink market: launches of coconut water quintuple over the past five years, May 2013).
The paperboard used to make the Tetra Prisma Aseptic carton used by Chi is sourced from FSC certified forests and other controlled sources. Tetra Pak cartons are also low carbon, and are widely recyclable across the UK.
Chi Coconut Water is high in potassium and packed with electrolytes which help rehydrate the body. The range is also low in fat and calories, and has no cholesterol. Chi products sold in the UK are packed in the UK at Framptons.