GNC and PepsiCo Announce Phenom Coconut Water

November 10, 2010

Another coconut water by another leading beverage distributor.

The tide of coconut water beverages is evidently continuing as GNC (Pittsburgh) and PepsiCo (Purchase, NY) have announced plans to launch their own beverage under the Phenom brand name.

The product is said to be a response to growing consumer demand for natural health products-in this case, natural hydration.

“This is the first time GNC has joined forces with a leader in the food and beverage industry to introduce a new line of products, and we are delighted to have PepsiCo as our partner,” said Joe Fortunato, CEO of GNC.  “Coconut water has been recognized as one of the fastest growing categories in the beverage industry, and we believe this joint venture represents an exciting opportunity to launch a fortified and differentiated line of coconut water products.”

Before its nationwide release at select retail outlets, Phenom will be sold exclusively through GNC during the second quarter of 2011.