[4] The company is owned by All Market Inc.[5] Vita Coco was started after Michael Kirban and Ira Liran[6] met two Brazilian women in a New York City bar in 2003 and asked them what they had missed the most about their home country, with them answering coconut water.

[2][7][8] The two found a local co-manufacturer and a distributor centered in lower Manhattan and Brooklyn, and Kirban roller-skated through neighborhoods, selling the drink and offering samples.

The brand was initially laughed at due to the status of coconut water in these countries as a byproduct, but they consented to an offer for the right equipment in exchange for a long-term exclusive supply agreement.

[4] Starting in 2014, the company built almost 30 schools, offered numerous scholarships, and trained farmers to be very efficient through The Vita Coco Project.

There are six main variations of coconut water, not including flavors:[15][4] The company also sells a drink mix which is designed to stimulate hydration, containing antioxidants, vitamins, and electrolytes.

"Our mutual ambition to serve consumers better with healthier products has taken us to new heights in innovation and quality," Vita Coco CEO Jonathan Burth stressed.

[4] Vita Coco donated $1 million to No Kid Hungry and Feeding America during the COVID-19 pandemic, as they had a surplus of money from the jump in sales.

[21] Vita Coco has had many celebrities endorse its product, including Madonna, Anthony Kiedis, Rihanna,[22] Alex Rodriguez,[23] Maroon 5,[24] Becky G,[25] and Anna DePalma.

In 2012, Vita Coco was sued for alleged false advertising, saying the company exaggerated and falsified claims of health advantages and nutritional content.