PepsiCo, GNC to launch Phenom coconut water

* Phenom expected to be in GNC stores in 2nd qtr of 2011

* Drink will launch more widely after that

NEW YORK, Nov 8 (BestGrowthStock) – PepsiCo Inc (PEP.N: ) and GNC
Holdings Inc are co-developing a new brand of coconut water
called Phenom, the companies said on Monday, as they seek to
capitalize on the drink’s rising popularity.

Phenom is expected to be available only at GNC stores,
which sell nutritional supplements, starting in the second
quarter of 2011. It will be sold more widely after that, the
companies said.

PepsiCo already sells coconut water — an electrolyte drink
formed naturally inside the shells of coconuts — under its
Naked Juice brand. Phenom will be different since it will be
fortified with vitamins and minerals.

Rival Coca-Cola Co (KO.N: ) is also in the coconut water
business, since it took a stake last year in independent
coconut water company Zico.
(Reporting by Martinne Geller, editing by Dave Zimmerman)

PepsiCo, GNC to launch Phenom coconut water