Transforming China’s Beverage Market, One Vita Coco at a Time

Jebsen Group has joined hands with Vita Coco, the world’s leading coconut water brand known for its refreshing and nutrient-packed beverages to the Chinese mainland. 

Since Dec 1, 2024, Jebsen Beverage, one of the business lines under Jebsen Group, has been the sole distributor of Vita Coco’s coconut water in China, a move that signals a strategic partnership between the two.

Co-founded in 2004, Vita Coco now a Certified B Corporation is known for its leading US coconut water brand by Michael Kirban and Ira Liran. Its portfolio includes Vita Coco, Ever & Ever (sustainably packaged water) and PWR LIFT (protein-infused water). Vita Coco has quickly grown into a household name, becoming the leading coconut water brand in the US and UK and expanding its reach to over 30 countries. It is born out of a simple yet powerful idea: to bring the natural hydration of coconut water to the world. 

For Kirban, it was never just about the numbers. It was about offering consumers a healthy, nutritious and great tasting products to more consumers in the Chinese market. With a commitment to health and sustainability, Vita Coco is packed with electrolytes and nutrients, making it a popular choice for hydration.

China’s beverage market is undergoing a transformation, with a surge in demand for premium, health-focused drinks. As consumers shift away from sugary sodas and artificial energy drinks, Vita Coco’s natural, refreshing coconut water is poised to make waves. 

Frederic Noyere, Managing Director of Jebsen Beverage, recognises the opportunity: “We are thrilled to be collaborating with the renowned brand Vita Coco. As health-conscious consumers reshape the Chinese beverage market, Vita Coco will fit seamlessly into our portfolio of premium and healthy beverages. Our partnership will leverage collective resources, knowledge and expertise to generate enduring value for our brands, business partners and customers.”

Jebsen Group, with its deep-rooted expertise in brand-building in Greater China, brings a wealth of experience in delivering global brands to local consumers. Through this strategic partnership, Vita Coco is set to reach millions of new consumers seeking a natural, revitalising alternative.

Co-founder and Executive Chairman of Vita Coco Michael Kirban shares his excitement about this next chapter: “We are pleased to embark on this new journey with Jebsen Group, a trusted partner with a strong legacy of building brands in Greater China. We look forward to bringing healthy, nutritious and great-tasting products to more consumers in this dynamic market.”