ONCE UPON A COCONUT ACCELERATES EXPANSION WITH LEADERSHIP PROMOTION AND STRATEGIC ACQUISITION

Once Upon a Coconut has appointed Matt Merson as President while acquiring Punch’d Energy, signalling a bold growth phase. The move strengthens its functional beverage portfolio and retail footprint, with Merson set to lead integration, operations and strategy as the Florida-based brand scales across key US markets.

Once Upon a Coconut is entering a decisive phase of expansion, pairing a leadership reshuffle with a strategic acquisition to sharpen its competitive edge in the functional wellness market. The Florida-based premium coconut water brand has elevated its Chief Sales and Strategy Officer, Matt Merson, to the role of President, as it brings functional gummy brand Punch’d Energy into its growing portfolio.

The promotion reflects both confidence in Merson’s track record and the company’s ambition to accelerate growth across multiple fronts. A seasoned executive with experience spanning prominent beverage and lifestyle brands such as Vitaminwater, Zico, Boxed Water and Uptime Energy, Merson has already played a pivotal role in scaling Once Upon a Coconut’s retail presence. Under his commercial leadership, the brand has expanded into more than 6,000 retail locations, a milestone that underscores its increasing relevance in a crowded hydration market.

Recent retail wins, including launches at Costco across the Southeastern United States and Texas, highlight the brand’s ability to secure shelf space in highly competitive environments. These gains not only signal rising consumer demand for premium coconut water but also reflect a broader shift towards functional, health-forward beverages.

Merson’s new remit extends beyond sales into overseeing commercial, operational and strategic functions, positioning him at the centre of the company’s next growth chapter. His immediate priority will be integrating Punch’d Energy into the brand’s ecosystem, marking Once Upon a Coconut’s entry into the fast-growing functional confectionery space.

The acquisition of Punch’d Energy represents more than a simple portfolio extension. By incorporating caffeine-infused gummies, the company is diversifying its product offerings to appeal to consumers seeking convenient, on-the-go energy solutions. This move aligns with wider industry trends, where the boundaries between beverages, supplements and snacks continue to blur.

For Once Upon a Coconut, the dual strategy of leadership consolidation and product diversification signals a clear intent: to evolve from a single-category brand into a broader wellness platform. With Merson at the helm, the company appears poised to leverage its retail momentum while exploring new avenues for growth in the functional food and beverage landscape.

As competition intensifies across health-focused categories, the brand’s ability to integrate new products seamlessly while maintaining its identity will be critical. The coming months will likely determine whether this calculated expansion translates into sustained market leadership or simply adds complexity to an already dynamic sector.