Clean, Refreshing Coconut Water from TAJA
By Lorrie Baumann
TAJA Coconut Water is the only patented cold-filtered coconut water on the American market. Made from tender green coconuts harvested when they’re just 90 days old and then filtered with a seven-step cold filtration system, TAJA contains no juice, no sugar and no stabilizers. “It never turns cloudy; it never turns pink. It’s just like nature intended it to be,” says company President Hallie Lorber.
The company started two years ago after TAJA’s founder Nilang Patel discovered that he was unable to find in the U.S. the kind of coconut water he was used to while he was growing up in India. With his background in the beverage industry, he had the intellectual tools necessary to solve that problem. “Since he couldn’t find it and didn’t like any of the brands that were out there, he created it himself,” Lorber said.
After figuring out the patented process that’s used to extract the water from the coconuts he was able to source from local farmers in India, he opened a zero-waste production facility in India and started the company. “In the last year and a half, we named it, gave it a great personality, gave it great packaging and sold it into retail,” Lorber said.
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The packaging is a triangular 10-ounce polyethylene bottle that’s labeled with the same PET, so that it’s completely recyclable. “It’s the easiest to recycle,” Lorber said. “It can be recycled up to four times.”
The triangular-sided bottle mimics the shape of the natural coconut, and it offers the extra advantage that the bottles fit together without wasted space, so that an entire 12-count case of the bottles will fit on a shelf in the produce aisle, where the product has already seen significant success since its February launch. “It makes for easy merchandising,” Lorber said.
Individual bottles retail for $3.59 to $3.99. TAJA sells cases online for $53.99, which includes shipping.
According to Lorber, “We’ve seen that among general consumers, there’s been an increasing trend toward being careful about what they’re putting into their bodies, and as a result we see a larger amount of people looking for better-for-you, all-natural products with real ingredients. TAJA especially appeals to these health-conscious consumers since it’s 100 percent natural and free from additives. It’s clean. It’s raw. What you see is what you get.”