Jamie Heaslip is mixing up his business acumen with his star appeal by launching a new range of coconut water drinks, Coco Fuzion 100.
The company behind the brand is C7 Brands Ltd, the UK subsidiary of Irish based Prime Active Capital plc. Heaslip is an investor in this business alongside former Scottish and Lions rugby coach Sir Ian McGeechan and English footballer Shaun Wright-Phillips.
The sporting connection does not end there though with Bernard Brogan’s Legacy Consultants taken on to manage what is described as “a significant marketing campaign with PR, digital and influencer marketing along with out of home advertising and experiential activations over the coming months.”
From this month the product will be rolled out to over 1,000 stores across leading Irish retailers BWG and Musgraves, with more announcements expected to follow. The range will also be on sale soon in other markets including the UK, Spain and Denmark.
“This is a really interesting space right now with athletes, general gym-goers and active people who are seeking healthier hydration options,” said Heaslip.
“We are excited to launch the first in our 100% natural range of wellness based products into the Irish market.”
“The global coconut water market has seen extreme growth over the last 5 years with well-known health benefits,” added C7 Brands CEO Steve Barton.
“The all-natural flavour, pack size and commercial profile of Fuzion100 is made to capitalise on this solid market growth in offering a great tasting, extremely healthy but affordable beverage to a wider customer base, in particular the younger cohort.”
“We are well-capitalised, have a powerful supply chain and plan significant investment behind the brand,” according to Prime Capital Chairman Dermot Martin.
“We have been looking at the booming health sector for some time and plan further acquisitions in this arena to further capitalise upon the growth in our core markets of Ireland, UK, Scandinavia and the USA.”