UK coconut brand Nudie Snacks will enter the Australian market under the moniker Innocent Snacks this year in partnership with Direct Brand Distributors.

Launched in the UK in June 2015, Nudie Snacks, which is not affiliated with the Australian-owned Nudie Brand, is the owner of coconut water brand Go Coco and is understood to be the third largest seller by volume of coconut water in the UK.

Go Coco has around 25 per cent share of the local UK market and also exports to 25 countries. It currently has small distribution in independents and retailers including Whole Foods Market and Ocado.

Nudie Snacks will enter the Australian market with its range of Innocent Snacks toasted coconut chips. Comprised of three flavours: Original, Sweet Chilli and Salt and Vinegar, the range will be available in independent stores.

Adrian Gastevski, director of Direct Brand Distributors, told C&I Week the company is working through range reviews of the product with the majors for 2016. Innocent Snacks will have a RRP of A$3.49, which Gastevski says “is a direct comparison to where [Innocent Snacks] is placed in the UK.”

Like in its home market, a dedicated online store for Australia is also in the pipeline, which will be operated by Direct Brand Distributors. More products are also in development, however, Gastevski says the company currently does not have plans to launch the Go Coco brand in Australia.

“We have plans to extend the range into other innovative healthy snacking options using other natural raw materials. We will launch our Innocent Snacks range in Australia in early 2016 and it will fit perfectly with our healthy but fun mantra.

“Innocent Snacks is all about natural and healthy snacking options but with an edge. We like to be ahead of the curve with snacking trends and produce products that consumers want and love. Coconut is super on trend currently and consumers now understand that coconut really is a super food.”

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