Coconut Water :Jax Coco, ‘마돈나의 음료’ 코코넛워터, 프리미엄 이온음료 시장 뒤흔든다 등

2013-06-05

 

http://jaxcoco.com/hk/en/

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코코넛으로 음료를 만들어 먹으면 이온음료와 같은 역할을 한다고 합니다. 코코넛 워터는 우

 

리 몸과 가장 가까운 물에 속하며, 인위적으로 설탕을 넣은 다른 음료와 달리, 천연 당성분이

 

함유되어있고 전해질의 농도가 체내 혈액과 비슷해 몸에 흡수가 빠른 것이 장점입니다. 코

 

코넛 워터에는 콜레스테롤과 포화지방이 없는 대신, 불포화지방과 칼륨이 풍부하여 나트륨

 

을 많이 섭취하는 사람에게는 나트륨 분해효과를 주어 동맥경화 예방에도 도움이 됩니다.

 

특히 운동 전후에 마시는 코코넛 워터는 이온음료와 같은 효과를 낸다고 합니다.

 

 

Jax Coco to hit TIFF with new PR shop DDB Public Relations

August 29, 2013  |  Rebecca Harris  |  Comments

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DDB Public Relations was named PR agency of record for Jax Coco, a premium line of coconut water that recently launched in Canada.

Based in Hong Kong, Jax Coco has found international success in part by leveraging its celebrity cachet, according to DDB. Elton John is a shareholder and Alasdhair Willis (Stella McCartney’s husband) designed the product’s stylish glass bottles.

DDB’s first PR campaign for Jax Coco kicks off at the upcoming Toronto International Film Festival (TIFF). The campaign is being developed by the agency’s specialty practice, DDB Chic, which serves style and luxury clients such as Moët Hennessy and La Senza.

“Given the celebrity cachet associated with the brand to date… we felt what better way to bring that to Canadians than through TIFF,” said James Loftus, account manager at DDB Public Relations.

Jax Coco will host a cocktail party at TIFF and will also serve Jax Coco at the eTalk lounge for the duration of the festival. “Any talent that are coming through will have the opportunity to try to Jax Coco,” said Loftus. “It’s an influencer, buzz-building campaign to really drive awareness and drive some talk value around the brand.”

Coconut water has taken the beverage industry by storm with new product launches growing by 540% between 2008 and 2012, according to a recent study by global research firm Mintel.

 

 

 

인공 당분 없고 칼륨등 전해질 풍부
비타코코·아쿠아코코 잇단 출시



‘마돈나의 음료’로 유명한 코코넛워터가 지난해부터 조금씩 한국 시장 문을 두드리더니 올해 본격적인 시장 공략에 나섰다.

코코넛워터는 열대 지방에서 나는 과실인 코코넛 안에 들어 있는 과즙을 음료로 만든 것이다. 코코넛워터는 체내 수분을 조절해주는 칼륨 등 각종 전해질이 풍부해, 체내에 빠르게 수분을 공급해준다. 일종의 이온음료 같은 역할을 하는데, 코코넛워터를 제품으로 만들어 판매하는 업체들은 ‘건강식’이라는 이미지를 앞세워 프리미엄 이온음료 시장을 노리고 있다. 시중에서 판매하는 이온음료는 단맛을 내기 위해 당분이 들어가지만, 코코넛워터는 인공적인 당분이 없어 ‘건강식 이온음료’라는 것이다.

코코넛워터는 운동을 하면서도 당분 때문에 이온음료를 피했던 이들이나 다이어트에 관심이 많은 여성들을 타깃으로 해, 빠르게 성장하고 있다. 최신 트렌드에 관심이 많은 이들은 마돈나나 리한나 등 외국의 유명 팝스타들이 코코넛워터를 마시는 모습을 접하면서 이미 코코넛워터에 대해 친숙하게 느끼고 있다. 외국에서는 입덧에 지친 임부들이 수분을 보충하고 지친 속을 달래기 위해 코코넛워터를 마시기도 한다.

국내에서 코코넛워터가 소비자들에게 친숙해진 것은 지난해부터다. 코스트코 같은 외국계 대형 마트나 인터넷 공동 구매, 직접 구매 사이트 등을 통해 외국의 다양한 코코넛워터 제품이 선보이기 시작했다. ‘마이코코’나 ‘퓨어 코코넛워터’ ‘원 코코넛워터’ ‘리얼 코코넛워터’ ‘비 코코넛워터’ 등이 수입사나 구매 대행을 통해 국내에 들어왔다. 지난해 9월 국내 음료업체인 동부팜가야가 ‘가야농장 코코넛워터’를 출시하기도 했다.

올해는 미국 1위 브랜드와 중견 음료업체까지 가세해 제품 출시가 더 활발해졌다. 마돈나가 극찬하고, 직접 투자까지 한 것으로 유명한 ‘비타코코’<사진>가 국내에 법인을 설립하고 직접 제품을 내놓은 것이다. 비타코코코리아는 한국과 일본 시장을 담당하고 있고, 국내에서는 신세계백화점 서울 본점과 강남점, 경기점, SSG푸드마켓 청담점 등에서 제품을 판매하고 있다.

‘비타코코’는 미국 내 코코넛워터 시장 1위 브랜드로, 60% 이상의 점유율을 차지하고 있다. 미국의 코코넛워터 시장은 지난해 기준 7000억원 규모였다. 올해는 1조원, 2015년에는 2조원까지 시장이 성장할 것으로 예상되고 있다.

웅진식품도 이달 코코넛워터가 함유된 이온음료인 ‘아쿠아코코’를 출시했다. ‘아쿠아코코’는 코코넛워터를 일부 함유한 이온음료다. 코코넛워터의 다소 밍밍한 맛에 대해 소비자들의 선호가 갈릴 수 있기 때문에, 기존 이온음료의 달착지근한 맛과 코코넛워터의 담백한 맛 사이에서 접점을 찾은 것이다. 웅진은 2015년께에 ‘아쿠아코코’ 매출을 100억원까지 끌어올린다는 목표를 세우고 있다.

국내 이온음료 시장은 지난해 기준 연간 3000억원 규모다. 동아오츠카의 ‘포카리스웨트’가 이 중 50% 상당의 점유율을 차지하고 있고, ‘게토레이’와 ‘파워에이드’가 각각 20% 상당의 점유율로 ‘1강2중’ 구도를 형성하고 있다. 코코넛워터는 가격대가 저렴하지는 않아, 이 중 프리미엄 이온음료 시장을 겨냥하고 있다. 올해 코코넛워터 제품의 성장에 따라 이온음료 시장에 프리미엄 열풍 여부가 결정될 것으로 보인다

 

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칼로리 낮고 칼륨 풍부한 '자연산 코코넛 워터' 인기

설탕 무첨가 '비타코코' 출시
운동 후 수분 보충에도 효과적 

 

입력 : 2013.08.28

 

세계적인 팝스타 마돈나가 즐겨 마신다는 자연산 코코넛 워터가 여름철 갈증해소용 음료로 인기를 얻고 있다. 자연산 코코넛 워터는 열대 지방에서 나는 어린 코코넛 안에 고여있는 즙으로 만든 음료다. 칼로리가 낮을 뿐 아니라 적은 양의 당분과 나트륨을 함유하고 있고, 혈압을 낮추는 효과가 있는 칼륨이 풍부하다. 자연산 코코넛 워터가 혈압·콜레스테롤 수치를 낮추고, 심장 건강을 증진시킨다는 동물실험 결과도 있다.

수분 보충 효과도 뛰어나다. 2012년 국제스포츠영양협회저널에 실린 연구에 따르면 운동 후 수분 보충에 있어 자연산 코코넛 워터는 스포츠음료 못지 않게 효과적인 반면, 혈당 지수가 낮기 때문에 혈당에는 영향을 크게 미치지 않는 것으로 나타났다. 상당수의 스포츠음료는 혈당 지수가 높고 단맛을 내는 액상과당이 첨가돼 있어 많이 마시면 혈당을 높이고 지방 축적을 야기할 수 있다.

국내에는 '비타코코' 등이 출시돼 있다. 비타코코 한 팩(330mL)에는 바나나 두 개 분량의 칼륨(515㎎)이 들어 있고, 설탕·합성첨가물은 들어있지 않다.

 

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코코넛 워터, 웬만한 스포츠 드링크보다 낫다

칼륨 함유량 ‘게토레이’ 등의 5배...나트륨 함량은 낮아

이덕규 기자 | abcd@yakup.com    

 

수정 2012-08-27  약업신문

코코넛 워터야말로 천연의 스포츠 드링크라 할 수 있을 것이라는 주장이 나왔다.

 

미국 인디애나 사우스이스트대학 화학과의 칸다스리 바타카리아 박사 연구팀은 지난 19~23일 펜실베이니아州 필라델피아에서 열린 미국 화학회(ACS) 제 244차 학술회의 및 전시회에서 이 같은 요지의 보고서를 발표했다.

바타카리아 박사는 “코코넛 워터가 웬만한 스포츠 드링크에 견줄 만하거나 오히려 비교우위에 있는 천연음료라 할 수 있을 것”이라고 설명했다.

그 같은 주장의 근거로 바타카리아 박사는 코코넛 워터의 칼륨 함유량이 ‘게토레이’나 ‘파워에이드’와 같은 스포츠 드링크의 5배에 달한다는 점을 꼽았다. 칼륨은 근육경련을 해소하는 데 도움을 주는 성분으로 잘 알려져 있다.

바타카리아 박사 연구팀은 코코넛 워터와 ‘게토레이’, ‘파워에이드’ 등을 비교분석하는 조사작업을 진행했었다.

그 결과 코코넛 워터가 최대 1,500mg/L의 칼륨을 함유하고 있어 ‘파워에이드’나 ‘게토레이’의 최대 300mg/L를 훨씬 상회하는 것으로 나타났다. 다만 나트륨의 경우 코코넛 워터는 400mg/L를 함유하고 있어 ‘파워에이드’ 및 ‘게토레이’의 600mg/L를 밑돌았다.

마그네슘이나 탄수화물의 경우에는 코코넛 워터와 ‘파워에이드’ 및 ‘게토레이’ 사이에 별다른 차이가 나타나지 않았다. 가격 또한 8~12온스 용량에 2~3달러 정도로 대동소이하게 나타났다.

바타카리아 박사는 “코코넛 워터가 상당히 격한 운동을 했을 때 소실된 영양분들을 보충해 주는 건강음료”라고 거듭 강조했다.

그는 또 코코넛 워터가 운동을 하지 않은 이들에게도 여러 모로 도움을 줄 수 있을 것이라고 언급했다. 일반적으로 미국인들이 칼륨 수치는 낮으면서 나트륨 수치가 높은 식생활을 즐기는 경향이 있는데, 이처럼 칼륨을 과소섭취하면서 나트륨을 과다섭취할 경우 심장병으로 인한 사망률이 2배 증가하고 총 사망률 또한 50% 정도 높게 나타난다는 것.

따라서 칼륨을 다량 함유한 코코넛 워터는 이처럼 불균형한 식생활로 인한 문제를 해소하는 데 도움을 줄 수 있으리라는 것이 바타카리아 박사의 단언이다.

실제로 바타카리아 박사는 “12온스의 코코넛 워터를 음용하면 바나나 한 개보다 더 많은 칼륨을 섭취할 수 있을 것”이라고 강조했다. 게다가 코코넛 워터는 각종 항산화 성분들을 다량 함유하고 있다는 장점도 눈에 띈다고 덧붙였다.

하지만 코코넛 워터가 나트륨 함유량이 낮은 만큼 격렬한 운동으로 다량의 땀을 흘리는 이들의 경우에는 코코넛 워터 하나로 충분하다고 할 수 없을 것이라고 지적했다

 

 

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Ranking the top 7 coconut water brands

Published on 10/28/2013

By Lee Breslouer

 

Like sports drinks before it, coconut water has quickly infiltrated the shelves of every major supermarket and convenience store, giving America a taste of an actual tropical beverage, instead of just a tropical-flavored one (though, to be fair, their bottles are good for hiding booze). Coconut water provides electrolytes and replenishes lost fluids at a rate equal to that of a sports drink, making it an all-natural alternative to those bottles filled with processed sugar. But what does it taste like? Is it worth the exorbitant price tag most brands carry? And will one sip transport you to that creepy tropical island in the movie where Leo DiCaprio does sex in a tent with Tilda Swinton? We tasted seven of the major brands' most basic coconut offerings (excluding flavored ones) to find out, but before that, we even made a very scientific hypothesis: Very Scientific Hypothesis A high sticker price on something doesn't always equal quality, but paying extra for an organic product like coconut water will result in a more delicious drink experience. The cheap stuff will be grosser. But basically they'll all taste kind of the same, since they mostly have just the one ingredient (um... coconut water, obviously).

related

We were wrong: THIS is the best coconut water in the country

Ranking: 7th
Brand: Nature Factor Organic Coconut Water
Coconuts sourced from: Thailand
Serving size: 10oz
Price: $2.79
Cost per ounce (for reference, gasoline is $0.026/ounce): $0.28
Tasting notes: That hypothesis got debunked real quick, because the most expensive brand was unanimously ranked last. one taster said that drinking it was like taking medicine, in that you'd drink it only because you know it's good for you. But, unlike cough syrup, this isn't cool to drink, because Lil Wayne has not written multiple songs about Nature Factor Organic Coconut Water. YET.

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Ranking: 6th
Brand: ZICO
Coconuts sourced from: Thailand
Serving size: 11.2oz
Price: $1.99
Cost per ounce: $0.18
Tasting notes: A coconut water so good Kevin Garnett felt the need to scream at it (?), ZICO missed the mark with "metallic notes" and a dull flavor. Garnett famously said that "nothing is impossible", but we wonder if he ever tried to finish an entire bottle of this stuff.0

Naked

Ranking: 5th
Brand: Naked
Coconuts sourced from: Brazil
Serving size: 11.2oz
Price: $2.29
Cost per ounce: $0.20
Tasting notes: Naked's positive rep is built around their tasty line of bottled juices -- and we'd rather have a Mighty Mango than this, as there wasn't anything particularly spectacular about it. It was perhaps the least coconuty-tasting of the bunch, though we admit that might be a plus for some.

related

Our editor and his puppy taste-test dog treats

 

Ranking: 4th
Brand: Taste Nirvana Real Coconut Water
Coconuts sourced from: Thailand
Serving size: 9.5oz
Price: $2.39
Cost per ounce: $0.25
Tasting notes: The only coconut water brand owned by Krist Novoselic we tried that had large chunks of actual coconut floating around in it, Taste Nirvana made our tasters realize that chewing after drinking was not an altogether pleasant experience. It distracted from the actual flavor of the water, which reminded us of cereal milk after you've eaten Wheaties (EDITOR'S NOTE: Do people still eat Wheaties?). Delicious, delicious cereal milk.

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Ranking: 3rd
Brand: Vita Coco
Coconuts sourced from: Brazil
Serving size: 8oz
Price: $1.99
Cost per ounce: $0.25
Tasting notes: The only coconut water brand owned by Conan O'Brien? we tried that used a sweetener ("less than 1% natural fruit sugar"), Vita Coco adds a welcome sweet kick to the water, while only resulting in 2g more sugar than the average brand.

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Ranking: 2nd
Brand: O.N.E. Coconut Water
Coconuts sourced from: Philippines/Indonesia
Serving size: 11.2oz
Price: $2.49
Cost per ounce: $0.22
Tasting notes: The second entry on the list brought to you by PepsiCo (Naked is also a wholly owned subsidiary! They're flooding the market!! Ahhh!!!), this was our favorite of the mass market coconut waters. It had a superior, clean finish, and left our tasters feeling most refreshed, like Leo in that movie after he goes harpoon fishing and has to kill a mako shark with a knife.

related

Yogurt booze just launched in the US. So, naturally, we made our Editorial Assistants try it.

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Ranking: 1st
Brand: Amy & Brian Coconut Juice
Coconuts sourced from: Thailand
Serving size: 10oz
Price: $1.19
Cost per ounce: $0.12
Tasting notes: While this is labeled coconut "juice" and not "water", they're the same exact thing. But there's something extraordinary about this sweet concoction that pleased our tasters more than any other brand. It has notes of burnt caramel, and goes down smooth. And it's the cheapest of the bunch. Take that, Krist Novoselic!

Very Scientific Conclusion
The difference in taste from one coconut brand to the other is vast, and much of it depends on the countries of origin of the coconuts (Thailand's are sweeter than Brazil's). The higher cost of some of the brands had no influence on how good they were -- the best was also the cheapest. Hypothesis refuted! Coconut waters for everyone!

 

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8 Benefits of Coconut Water You Didn’t Know About

Food and Drink Lifestyle by Allison Martin 

 

 

Coconut water is the ultimate thirst quencher and offers a tasty alternative to water. This pure liquid is packed with nutrients that yield an array of health benefits. Here are 8 Benefits of Coconut Water that explain why it has become so popular:

 

1. Aids in  Weight-loss Efforts.

 

The fat content in coconut water is extremely low, so generous quantities can be consumed without the fear of immediately packing on the pounds. It also suppresses the appetite and makes you feel full because of its rich nature.

2. Picture-Perfect Skin.

For those with acne or other blemishes on the surface of the skin, topical application of coconut water can go a great distance as it has the ability to clear up and subsequently tone the skin. It also moisturizes the skin from within if ingested orally and eliminates large amounts of oil. This explains why products such as facial creams, shampoos, conditioners and lotions that contain traces of coconut extract are more effective.

3. The Ultimate Hangover Remedy.

Next time you overdo it and drink more than your belly can handle, consume coconut water to settle your stomach. It will also replace those essential electrolytes that exit the body if you experience bouts of frequent urination and vomiting.

4. Facilitates Digestion.

If you constantly encounter difficulty during the digestion process, coconut water may provide a source of relief. Because of its high concentration of fiber, it aids in the prevention of indigestion and reduces the occurrence of acid reflux.

5. Boosts Hydration.

The ingredients in coconut water are way more effective at hydrating the human body than those of sports and energy drinks. During rigorous exercise or extended periods of physical activity, the human body loses mineral-rich fluids. However, coconut water serves as an excellent replacement medium with 294 mg of potassium and 5 mg of natural sugar per glass, unlike your favorite sports drink that only contains half of the potassium content and five times the amount of processed sugar. In addition, the sodium count is only 25 mg, which is relatively low compared to the 41 and 20 mg found in sports drinks and energy drinks respectively.

6. Reduces Blood Pressure.

In many instances, a disproportionate level of electrolytes can result in high blood pressure. Because coconut water contains an adequate supply of each, it can be used as a balancing mechanism. In some instances, it is recommended that coconut water be consumed at the start of each day to foster the balance of these electrolytes.

7. Rich in Nutrients.

Unlike any other beverage on the market, coconut water contains five essential electrolytes that are present in the human body. These include: calcium, magnesium, phosphorous, potassium and sodium. Because of its unique composition, coconut water can be enjoyed by individuals with varying medical conditions.

8. Compatible with Human Blood.

Since it is isotonic to human plasma, coconut water can be used in extreme emergencies to quickly rehydrate the human body if administered intravenously. It is not uncommon for the drink to be used in poorer, third-world countries to save human lives.

How Much Should You Consume?

Coconut water can be enjoyed as a stand-alone beverage or combined with another liquid product. There is no hard and fast rule regarding the amount that should be consumed on a daily basis, but experts from the Mayo Clinic strongly suggest that you consider maintaining an active lifestyle if consuming large amounts of coconut water since each eight ounce serving is accompanied by 45 to 60 calories.

When searching for the perfect fresh coconut to enjoy, be sure to steer clear of those that have a hard brown shell as this is an indication that it is mature. Instead, look for those that are young and green on the exterior as they usually contain a large supply of the actual coconut water substance. To test it out, simply shake the coconut up and down to gauge how much liquid it contains.

 

 

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6 Reasons You Need To Drink Coconut Water

 

6 health benefits of Coconut Water

1. Prevents dehydration.

Refuels and rehydrates – coconut water maintains the body’s fluid levels and its potassium content helps maintain water pressure within cells and blood.

2. Fuel for brain and muscles.

Due to its electrolyte content, coconut water improves nervous system functioning and nerve transmission.

Prevents cramps and spasms in the muscles.

3. Heart and kidney healthy.

Reduces the risk of hypertension and strokes and helps prevent or resolve kidney stones.

4. Anti-aging.

Contains compounds (cytokinins) that protect cells from aging and cancer.

5. Digestive Aid.

Improves digestion and metabolism via bioactive enzymes. Aids absorption of food and efficacy of drugs due to its electrolytic effect. Soothes intestinal pain/spasm.

6. Supports immune function.

Its Lauric acid content is anti-fungal, anti-bacterial and anti-viral. It boosts the immune system in fighting infection whilst helping to eradicate intestinal worms and candida

 

 

 

What are the health benefits of coconut water?

Coconut water is all the rage right now and for good reason! Coconut water is said to be the most valuable super food on earth and nature’s most refreshing drink. Consumed worldwide, coconut water is packed with a variety of health benefits. It is the purest liquid second only to water itself. If that’s not enough to sell you on this delicious, healthy and beneficial drink, here are a few more reasons

 

What is coconut water?

Coconut water is a liquid that forms naturally inside the shell of a coconut. It’s a common drink in many tropical countries and is becoming more popular in the U.S. Some companies market it as a natural sports drink.

Why do people drink coconut water?

In many countries, coconut water is thought to have health benefits. Coconut water is 94% water and fairly low in calories. It seems to be a good source of B vitamins and potassium. Coconut water contains electrolytes, various plant hormones, enzymes, and amino acids. Some substances in coconut water could theoretically have antioxidant benefits in the body.

Scientific studies of coconut water have been limited. one study suggested that drinking coconut water might be associated with a lower rate of heart attacks. Another small study found that coconut water significantly lowered systolic blood pressure in 71% of people with hypertension.

Coconut water has been used as a way to rehydrate after exercise or illness. Coconut water has even been used as an emergency substitute for IV solutions. Also, it may be a good storage solution for a tooth that has been knocked out until someone can see a dentist.

However, for now, there is no scientific evidence that coconut water offers clear heath benefits.

How much coconut water should you take?

Coconut water has not been well-studied as a treatment. There are no officially recommended doses.

Can you get coconut water naturally from foods?

Coconut water is a food. If you crack open a raw coconut, coconut water is the liquid in the center.

Don’t confuse coconut water with other liquids derived from coconuts. Coconut milk is made by grating the meat of the coconut and collecting the liquid. Coconut milk is high in saturated fat and is an ingredient in many recipes. Coconut oil is made from coconut milk or dried coconut meat. It’s used for cooking, skin care, and engine lubrication, among other things.

What are the risks of taking coconut water?

 

 

 

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