![]() has the utmost respect for Harmless Harvest as a promoter of coconut water and a competitor in the market of artisanal, organic coconut water. These are not ‘ownable’ aesthetics in the beverage industry. ![]() Many natural, premium beverages use the color white in their packaging design, to reflect simplicity or purity. “Most use the color green in their packaging design, to complement that. “Almost every coconut water brand uses the iconography of a green coconut,” Gallego said. In response to an inquiry about the lawsuit, Arthur Gallego, Vita Coco’s Global Director, Corporate Communications, stated that “All Market Inc.’s new Coco Community beverage brand and Harmless Harvest are both coconut water in a white-colored bottle, and that’s where the similarities end.” Billed as Vita Coco’s entry to “the artisanal coconut water” segment, the beverages are packaged in 250 mL and 500 mL clear plastic bottles with white label sleeves featuring an image of a green coconut. District Court for the Northern District of California, Harmless Harvest states that “‘Coco Community’ coconut water is distributed in a bottle that mimics Harmless Harvest packaging and trade dress, yet conspicuously lacks any clear identification of Vita Coco as its source” and is an “intentional decision… to confuse consumers.”Īll Market-owned Vita Coco debuted Coco Community, a line of organic and fair trade coconut water sourced from Nam Hom coconuts, in March at Natural Products Expo West 2016. In its complaint filed on June 23 in the U.S. Harmless Harvest, which pioneered and leads the super-premium segment of the coconut water category, has filed a lawsuit claiming that labels and packaging for Vita Coco’s new Coco Community line are “confusingly similar” to its own.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |