Berkeley, Calif. - Here's something that could make Gilligan and the Skipper smile. Coconut water is making a splash in the beverage market, touted by manufacturers and fans as the healthy way to hydrate.
"It's an exciting category right now," says Arthur Gallego, spokesman for Vita Coco, which recently got an endorsement from none other than Madonna.
Coconut water - the liquid found in green, i.e. young, coconuts - has been popular in tropical countries ever since someone figured out how to crack that nut. And it's been available in packaged form in ethnic markets and natural food stores for some time in the United States. But now it's showing up in mainstream supermarkets, packaged in juice box-style packages and coming in an array of flavors, such as peach-mango and tangerine.
Already, coconut water has created some big-name buzz.
Besides Madonna, Matthew McConaughey and Demi Moore recently invested in Vita Coco, which was founded in 2004 and saw sales jump from about $4 million in 2007 to $20 million in 2009, according to Gallego.
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