Our life situation inspired the creation of a new product. Two friends with children, challenging jobs and the need for an easy energy boost in everyday life. The energy and wellness drinks that helped us through our hectic lifestyles had one thing in common: they left us wondering what we really needed from them. We wanted such drinks to be zesty, refreshing and as natural as possible, and above all, something we could drink with a clean conscience. Could we create a new kind of energy drink as naturally as possible? This was a really tough (coco)nut to crack.
When considering a more nutrient-rich base for an energy and wellness drink, fresh and naturally sweet coconut water began to feel like an attractive choice. We wouldn’t need to add sugar or sweeteners if the drinks were avored with coconut water, fruit and berries, since coconut water contains natural sugars. We knew that if a 100% coconut water-based energy drink could be created, it could even become a flagship among natural energy drinks, guaranteed to stand out from ordinary, water-based rivals.
Studying the market through our food industry expertise convinced us we were on the right track. International trend surveys highlighted recurring themes that we also found important: familiar natural ingredients, healthiness, reduced white sugar, and the importance of individual choice. In addition, commercial decision-makers conrmed that enthusiasm for energy and wellness drinks just keeps growing.
This was the start of uncompromising, persistent product development and the building of a new brand. We also grabbed the phone and called a top Finnish designer, who brought our brand to life visually. These are the ingredients behind Crazy Coco, which turned our lives around – by introducing ethical refreshment!