Nurture Brands | Rebel Kitchen | EMILY | Jax Coco

2024 has been a great year for the UK coconut water category that continues to be a stand-out performer in the overall drinks market. The two leading brands, Vita Coco (#1 Tetra) and Rebel Kitchen (#1 Fresh), have consistenty posted exceptional growth rates all year, growing the overall market by educating consumer's about the refreshment and functional benefits of nature's isotonic. Our award winning, Rebel Kitchen, has been the absolute star of the show, growing predominantly through rate of sale, with remarkably high repeat rates, linked to its superb taste and clean nutritional profile. Don't just take our word for it, we come recommended by Erling Haaland (and no - we didn't pay him and nor is he an investor - just an ol' fashioned happy customer).

And that's a wrap for 2024! Thanks to our wonderful team, fantastic customers and brilliant suppliers (you know who you are). It has been another challenging year but we continued to grow all of our brands, and that is always the aim of the game. Below is our Nurture Brands | Rebel Kitchen | EMILY | Jax Coco '12 Days of Christmas' for you to enjoy, endure or perhaps, like most of the self-congratulatory guff on LinkedIn, ignore! Here it goes... 1 x New UK grocery customer for Rebel Kitchen Coconut Water 750ml (Morrisons in November) 🥥 2 x Christmas parties and annual awards across London & Kent survived 🎅 3 x New international mega customers for EMILY, Rebel Kitchen & Jax Coco respectively (Costco Wholesale, Delhaize Belgium, Starbucks China) 🇧🇪🇦🇺🇨🇳 4 x Brands divested and wishing Doisy & Dam and Indie Bay all the best in their new homes at Food Thoughts and Kestrel Foods || Forest Feast & Acti-Snack & Just Live a Little 🤞🏻 5 x New EMILY Seaweed Crisps pack designs (finally) in market and listed in >3500 distribution points across UK and Europe including Co-op, Tesco, Waitrose & Partners, Kaufland and EAT HAPPY GROUP | FCF Holding GmbH 🌊 6 x Rebel Kitchen HPP/raw 250ml juices and 60ml shots launched exclusively into the independent hospitality and retail trade in May 2024. Now listed in >250 of the finest F&B establishments 🍍 7 x Nurture Brands babies (born or expected) 👶 8 x Premiership football clubs ordering Rebel Kitchen Coconut Water - if you know, you know ⚽️ 9 x Brilliant new product innovations ready to launch in 2025 (more news on this in January 2025) 🆕 10 x Nurture Brands award winners (and over 100 nominations). Congratulations again! 🍾 11 x New chapters began with 6 fantastic joiners and 5 leavers in 2024; wishing you all the best in your new roles and travels around the world 🧳 12 x Months of mega growth for Rebel Kitchen Coco Water (+56% YoY L12M and a whopping +92% YoY L4W) 🚀 And the lovely picture below is not only the face or 2025 Nurture Brands Christmas card but also the newly formed Nurture Brands Christmas karaoke trio. We would descibe their unique sound as 'niche' but they are available for bookings (DM us for enquires). 🎤 Merry Christmas and Happy New Year one and all.

Some big love for Rebel Kitchen raw coconut water and cold press juices from the legends at Bolton Wanderers Football Club and Sheffield Wednesday Football Club 👊🏻 ⚽️ Why choose Rebel Kitchen? 1️⃣ Never heat treated - only pressure 🖤 🩷 2️⃣ No added sugar, just straight up 🥥 🍎 🍊 3️⃣ Loaded with micro-nutrients and electrolytes 💪🏻 4️⃣ Next level taste! 😋 Hit us up on Instagram if you want to upgrade your hydration ☎️

Big shout out to Ben’s Grocers - a fantastic independent grocers with sites across London who now stock the whole range of Rebel Kitchen cold pressed juices, shots and coconut water. Look out for their St John’s Wood store opening soon 👀 www.bensgrocers.com to find your local store.

From today there really are 'more reasons to shop at Morrisons’ as Rebel Kitchen Coconut Water 750ml hits the shelves! Find Rebel Kitchen in your local Morrisons using our interactive store map: https://lnkd.in/esh_bdSm

In the latest 12 weeks, the £1bn juice category continues to shed volume -10.6%, with value increasing 1.5%. The good news is that the coconut water category is bucking the trend with superb value and volume growth. And most importantly, Rebel Kitchen continues to lead the pack, not just for coconut water but for the entire juice category. 🚀 🥥 📈 North Star Circana 3.11.24

Fantastic to annouce that Nurture Brands has been shortlisted for the Food and Drink Exporters Association (FDEA) Exporter of the Year!

Our Rebel Kitchen raw, cold-pressed & refreshing juice is now stocked in all Bayley & Sage stores in our 250ml, 1L and shot range. 🍊 🍎 🍍 A big thank you to Heidi Shackleford for making this happen and for the continued marketing support from Mollie Sheperdson! Lucy Gray

Another record-breaking month for Rebel Kitchen raw coconut water revenue growth (IRI 16.10.24). With catgeory leading rate of sale and repeat rates, consumers are voting with their wallets. Well done Team Nurture Brands, plenty more to come 🚀 🤘🏻

So what is the difference between coconut water sold in a Tetrapak (ambient/shelf-stable and ultra heat treated) and Rebel Kitchen raw coconut water (organic, fresh/chilled and processed only under pressure). Quite simply, it’s the same as drinking instant coffee versus a freshly ground, barista-made coffee. Both have their time and place but one is certainly worth paying more for! If you know, you know.