R U Coco? Thailand, the new coconut water player in Thailand, has jumped into the vitamin-enriched drink bandwagon. The new R U Coco? Vitamin Coconut Water is fortified with vitamin B3, B5, B6, B12 and C.
The current question for makers looking to launch vitamin-fortified beverages is looking at the right combination of vitamins. Right now, vitamin B complex pairs well with vitamin C. We have also seen vitamin E with vitamin C. Educating consumers on the functionalities of the various vitamins will be key for product differentiation.
Consumers will also be more discerning with the quality of the vitamins and would question whether the vitamins are there. This followed tests made by the Thai Consumer Foundation in late 2020, which found some vitamin C beverages in the market did not have any vitamin C.