Freedom Brands has appointed Scotland-based Denvir to promote Go Coco, a new drink made from natural coconut water imported from Thailand.
The coconut water market is said to be worth $750m world-wide and is marketed as a natural alternative to energy drinks such as Red Bull.
Go Coco was launched in March at IFE, the UK's largest and food and drink trade event and a consumer launch is due for later this year. Denvir will support a fully integrated marketing and PR programme for the brand.
Dr Ross Currie, executive director at Freedom Brands, said: ‘Coconut water is fast becoming one of the most popular natural alternatives to traditional energy drinks, with a strong sport and celebrity following in the USA.'
‘One serving of Go Coco, sourced from palm trees in Thailand, has more potassium than two bananas and contains fifteen times the amount found in most sport and energy drinks, allowing rehydration to occur three times quicker than with water.
Go Coco is targeted at health conscious consumers and sports enthusiasts and the brand aims to secure retail listings with health food shops, fitness centres and retail outlets UK-wide.