Vita Coco is the most popular brand of coconut water currently available on the market. The company was established by two childhood friends Ira Liranand Michael Kirban, who were inspired to sell coconut water by two Brazilian women who were vacationing in the States. They informed them of the popularity of coconut water in Brazil and also made them aware of the many health benefits associated with coconut water. Ira and Michael began to look into branding coconut water for the American market. After much market research and hard work Vita Coco was born! The popularity of this amazing brand continues to grow and it is now available in over 60,000 retail stores internationally. The main reason behind the popularity of coconut water its great taste coupled with all of the natural health benefits associated with this fantastic natural beverage. Coconut water is rich in potassium which your body uses to maintain optimum hydration levels during the day. Potassium also helps to reduce the occurrence of cramping and fatigue during exercise. Coconut water contains no fat, no cholesterol, is low in calories and is a rich source of electrolytes. Vita Coconut water is not made from any coconut concentrate and contains no artificial flavours or additives. Vita Coco coconut water provides a great tasting, natural way to hydrate before or during exercise. Vita Coco is perfect for those who are serious about nutrition and performance.