Vita Coco Appoints Weston McKennie as Global Brand Ambassador
Vita Coco is continuing its partnership with U.S. Men's National Team star Weston McKennie, naming the elite midfielder a Global Brand Ambassador. The collaboration builds on an existing relationship between Vita Coco and McKennie, and reflects the brand's continued commitment to supporting athletes. "Weston represents everything we look for in a Vita Coco athlete. Authentic, hard-working, and committed to fueling his body the right way," said Jane Prior, Chief Marketing Officer of The Vita Coco Company. "We also love that he's often referred to as a 'Swiss Army knife' of players - versatile, reliable, and able to do it all. Weston mirrors how we think about Vita Coco -- a powerhouse beverage with functional benefits for many occasions, particularly sports."
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Vita Coco (COCO) Expands Growth Strategy Aiming for Over $1 Billion in Annual Sales
- Market Penetration: Vita Coco aims to deepen its penetration in the U.S. coconut water market, where household adoption is around 25%, leveraging its existing half-market share to achieve higher sales targets.
- Return to Sports Marketing: The company extends its partnership with U.S. Men's National Team midfielder Weston McKennie, aiming to capitalize on the 2026 World Cup to enhance brand visibility through a renewed focus on sports and fitness marketing.
- Product Innovation: Vita Coco is diversifying its offerings by introducing products like Vita Coco Treats, sparkling coconut varieties, and protein-infused waters, creating new consumption occasions and expanding its market reach.
- International Expansion: With a presence in over 30 countries, Vita Coco plans to further penetrate both developed and emerging markets where coconut water adoption is still low, supporting its long-term growth strategy.
A Positive Technical Outlook for Consumer Staples Stocks in 2026
Consumer Staples Sector Performance: The consumer staples sector demonstrated renewed strength last week, with the State Street Consumer Staples Select Sector ETF gaining 2%.
ETF Weekly Range: The ETF finished at the top of its weekly range and closed nearly 4% above its intraweek low.
