Functional hydration
Consumers are moving beyond traditional soft drinks toward naturally occurring electrolytes and everyday wellness benefits.
Private Label Proposal · Confidential
Circle K Coconut Water
Refresh every road trip with a complete coconut water family — from single-serve cans to group-ready gallons — built for all 7,000+ Circle K stores across North America.
The Retail Partner
Circle K: 7,000+ stores. 48 states. Everyday convenience at scale.
Circle K is a high-volume, everyday fuel-and-convenience destination — not a once-a-trip attraction, but a repeat-visit stop most customers hit multiple times a week for coffee, fuel, snacks, and cold drinks. Its U.S. network spans 7,000+ stores across 48 states (all except Nebraska and Utah), and it's the #2 U.S. convenience chain by store count behind 7-Eleven. Parent company Alimentation Couche-Tard operates 17,300+ locations globally. A Coco Love–built private label slots directly into the Polar Pop cooler wall and grab-and-go set that Circle K's customers already reach for every day.
7,000+
U.S. Stores
Company-operated + franchised
48
States
All except Nebraska and Utah
$72.86B
Parent Revenue
Alimentation Couche-Tard, FY2025
#2
U.S. C-Store Chain
By store count, behind 7-Eleven
Where the scale lives
Louisiana leads. Texas, Florida, and Arizona anchor the rest.
Unlike destination retailers, Circle K doesn't publish a granular per-state store table. What's public is the shape of the network: Circle K's largest state concentration is Louisiana, with deep additional presence in Texas, Florida, and Arizona (Circle K's U.S. headquarters state, in Tempe). Combined with parent Alimentation Couche-Tard's 17,300+ global locations, this footprint means a phased rollout can start in one home market and ladder into every U.S. region without adding a single new logistics lane.
Sources: Wikipedia (Circle K, Alimentation Couche-Tard), Convenience Store News U.S. c-store rankings, and Couche-Tard FY2025 investor reporting. Stated for opportunity sizing only.
The Shelf
Built for the cooler door.
Every Circle K store dedicates a wall of cooler doors to single-serve beverages. Coconut water is the fastest-growing functional category in that set, and there is currently no Circle K–branded option. We fill that gap with a product their customer already came in for.
The Concept
One packaging system. Every format.
Every package carries the same approved visual language: Coco Love red for Original, sunshine yellow for With Pulp, consistent tropical foliage, and the iconic Circle K red-and-orange wordmark front and center. The system scales cleanly from the 8 oz sample can through the 1-liter road-trip bottle without losing shelf recognition.
- 100% natural coconut water — no added sugar, never from concentrate
- Recyclable aluminum — aligns with Circle K's sustainability commitments
- Travel-ready: ambient stable, perfect for the cooler wall AND the snack aisle
- Exclusive Circle K co-branded artwork on every facing
SKU 01
Original
SKU 02
With Pulp
SKU 03 · 64 fl oz
Half Gallon
A handled, group-ready format for coolers, campsites, tailgates, and long-haul road trips.
The Lineup
Every size your customer wants
8 oz
Kids / Sample
Format
12-pack & singles
Suggested MSRP
$1.79
12 oz
Slim Can
Format
12-pack & singles
Suggested MSRP
$2.29
16 oz
Hero Can
Format
Single-serve cooler
Suggested MSRP
$2.99
1 Liter
Road-Trip Bottle
Format
Single-serve cooler
Suggested MSRP
$4.99
Half Gallon
Group-Ready Jug
Format
64 fl oz handled jug
Suggested MSRP
$8.99
The Market
Coconut water is the fastest-growing functional beverage
$8.3B
2024 Global Market
Coconut water category
16.1%
CAGR
Projected through 2030
$2.1B
U.S. Retail Sales
Tracked c-store + grocery
Coconut water is the #1 better-for-you hydration upgrade at the cooler door. Private label in this category runs 18–22% margin lift versus national brands at the same shelf price — and Circle K's global scale unlocks a distribution advantage no challenger brand can match.
Competitive Scoreboard
Private label is already winning this category.
Our CPG War Room tracked $349.04M in U.S. coconut water sales across 16 brands over a 26-week window. Vita Coco leads with 46.1% share, and the top 3 brands hold 67.3% of the category. The real signal for a Circle K program is at the bottom of that scoreboard — the private-label tier.
$349.04M
Category Tracked
U.S. coconut water · 26 weeks · 16 brands
46.1%
Vita Coco Share
Category leader
67.3%
Top 3 Concentration
Room for a #4 retailer brand
17.8%
Private Label Share
Kirkland + Trader Joe's · ~$62.3M
The Kirkland Proof Point
A retailer-exclusive brand is already the highest-velocity coconut water in America.
- $43.09M in tracked sales for Kirkland Signature Coconut Water alone — 12.3% of the entire U.S. category.
- Achieved through only ~600 Costco doors — a fraction of Circle K's 7,000+ store U.S. footprint.
- 1,461 units per door per week — the highest velocity per door of any brand in the category.
- +21.3% growth H2 vs H1 — accelerating, not maturing.
Source: Coco Love Water CPG War Room, 26-week U.S. coconut water category tracker (16 brands, $349.04M tracked sales).
Road-trip ready
A Circle K exclusive customers can take anywhere.
The Investment Opportunity
A high-growth category with room to build a destination brand
$8.3B
Global Market
Estimated 2024 coconut water category
$20B+
2030 Potential
Implied by current category growth forecasts
16.1%
Projected CAGR
Global growth outlook through 2030
$2.1B
U.S. Retail Market
Tracked grocery and convenience channels
Why the category is gaining value
Premium convenience
Coconut water commands premium shelf pricing while fitting the same immediate-consumption occasions as water, sports drinks, and energy beverages.
Multiple consumption occasions
Single-serve, family-size, travel, fitness, outdoor, and at-home formats expand the addressable market beyond one cooler-door purchase.
Brand whitespace
The category remains fragmented, creating room for a trusted retail brand to win through visibility, distribution, and exclusive packaging.
Market figures are directional category estimates based on published industry research and are presented for opportunity sizing only. They do not represent projected Coco Love or Circle K sales.
The Plan
From handshake to shelf in 120 days
- Days 0–30Approval & ArtworkFinal Circle K wordmark lockup, label legal review, brand sign-off.
- Days 30–60Production RunCo-pack scheduled, aluminum + label inventory secured, first article QC.
- Days 60–90Arizona Pilot10 flagship stores in Circle K's home state of Arizona — planogram, cooler placement, sampling weekends.
- Days 90–120Select Markets, Then NationwideRead pilot, expand into select markets, then scale nationwide across the 48-state footprint.
The Operating Partner
Private label backed by an eight-figure coconut water platform
The company behind this program is Coco Love Water — not a concept-stage co-packer, but the team operating and scaling an eight-figure coconut water brand with hands-on experience taking beverage products from formulation and packaging through production, national accounts, retail activation, and repeat purchase.
Coco Love Water’s operating infrastructure can be put to work for Circle K: category expertise, established manufacturing relationships, quality control, supply-chain coordination, packaging development, and the commercial discipline required to build a durable private-label brand at scale.
Next Step
Let's get Circle K on the cooler wall.
Ernie Manansala — CMO
Coco Love Water · em@cocolovewater.com
Concept art shown is for proposal purposes only. The Circle K name, logo, and trade dress are trademarks of Circle K Stores, Inc. and its affiliates. Final artwork and use of marks subject to Circle K brand approval and licensing.