Vita Coco adds Rihanna to celebrity endorsement umbrella

Vita Coco, the US coconut water brand, has signed up Rihanna as its latest celebrity brand ambassador.

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The privately owned company already counts Madonna and Red Hot Chili Peppers frontman Anthony Kiedis among its investors.

Rihanna will be featured in the Vita Coco’s UK summer marketing campaign.

Vita Coco is sold at over 20,000 retailers globally, including Tesco, Holland & Barrett and Harvey Nichols in the UK. The brand was founded in New York in 2004.

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