Inside the heated rivalry that helped ignite Vita Coco’s success

Turning an unknown product into a household name is rare and this founder made it happen… This week on The Big Idea with Elizabeth Gore, Vita Coco (COCO) Co-Founder and Executive Chairman Mike Kirban joins the show to answer the question: How do you break into a market that’s never heard of your product? Kirban shares stories of launching Vita Coco and tapping into a new market by bringing coconut water to the United States, including getting ahead of a competing rival brand. Yahoo Finance’s The Big Idea with Elizabeth Gore takes you on a journey with America’s entrepreneurs as they navigate the world of small business.