The super coconut water play

Felipe built a drink for a category that didn't exist: coconut water as the base, with ashwagandha or theanine layered on top, split into three variants — immunity, energy and hydration.

The hard part was never the formula. It was that a lot of people don't like the taste of coconut water, so flavour wasn't a nice-to-have, it was the thing standing between the product and a first-time buyer. We get into how you sell a drink nobody has tasted, and what that does to acquisition cost.