New coconut water brand coming to shelves

SAN CLEMENTE, Calif. -- As coconut water grows in popularity, a new brand is looking to leverage the juice trend.

An athlete startup called Villager Goods plans to launch a packaged coconut water line this fall.  Villager Goods says it will introduce three coconut water flavors - original, pineapple and chocolate - delivering a premium organic, not-from-concentrate product priced in line with mainstream non-organic competitors.

"As a brand and as individuals, we want to use our power of influence for something good," said Ryan Kingman, president of Villager.  "Our goal is to build a global community that inspires individuals to lead a healthier lifestyle."

Villager Goods plans to introduce additional organic food, beverage and consumer goods products in the future. The company says its initial products will be available online at villagergoods.com and at retail locations nationwide.