{"id":14616,"date":"2026-09-11T10:01:59","date_gmt":"2026-09-11T09:01:59","guid":{"rendered":"https:\/\/divcommanual.com\/thefoodshows\/?p=14616"},"modified":"2026-09-11T16:36:08","modified_gmt":"2026-09-11T15:36:08","slug":"cocogen-taps-into-gen-zs-wellness-first-culture","status":"publish","type":"post","link":"https:\/\/divcommanual.com\/thefoodshows\/2026\/09\/11\/cocogen-taps-into-gen-zs-wellness-first-culture\/","title":{"rendered":"COCOGEN\u00ae TAPS INTO GEN Z`S WELLNESS-FIRST CULTURE"},"content":{"rendered":"

COCOGEN\u00ae TAPS INTO GEN Z’S WELLNESS-FIRST CULTURE<\/strong>
\nHow Australia’s first functional coconut water is moving from run clubs to music festivals<\/em><\/p>\n

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Less than a year after launching, COCOGEN is on track to reach 2,000 stores across Australia, New Zealand and Singapore.<\/p>\n

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The UK is next on the brand launch map. Come visit us at Lunch! UK Sep 16 & 17.<\/p>\n

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The functional coconut water brand COCOGEN is positioning itself at the collision point between run club culture and music festivals, where Gen Z is redefining what it means to party.<\/p>\n

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COCONUT WATER, UPGRADED<\/strong><\/p>\n

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COCOGEN is Australia’s first functional coconut water, available in three purposeful blends: Electrolytes, Magnesium and Collagen. Two years in the making, the range was developed to bring something different to a category that hasn’t changed in a decade.<\/p>\n

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Key points of difference include:
\n– Five naturally occurring electrolytes, with up to 30% more electrolytes than competitor products
\n– 12% less sugar than the market-leading coconut water, with no artificial colours or flavours
\n– Purposeful blends, including magnesium delivering 30% of the recommended daily intake of elemental magnesium
\n– Single-origin coconut water, never from concentrate<\/p>\n

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FROM RUN CLUBS TO MUSIC FESTIVALS<\/strong><\/p>\n

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COCOGEN was created for a generation that no longer separates health, fitness and social culture into different parts of life.<\/p>\n

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A morning training session, a busy day at work, travel, recovery and a weekend event can all sit within the same lifestyle. Consumers want hydration that moves easily between these moments, combining functional benefits with a brand that feels culturally relevant.<\/p>\n

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COCOGEN is building its presence through partnerships across community running and music events, placing the brand inside the moments where this generation trains, connects and celebrates. It is part of a movement, not just a product on a shelf. In both worlds, COCOGEN plays a dual role: functional hydration as a natural part of the social experience, reflecting growing demand for non-alcoholic choices that offer more than a traditional soft drink.<\/p>\n

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“Music and fitness have always been part of Gen Z culture,” says COCOGEN co-founder Damon Gorrie. “What has changed is that they are no longer separate. You can do a 6am run to a playlist, then head to a festival where wellness is part of the experience. A functional beverage that works across both worlds is the natural evolution.”<\/p>\n

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THE GEN Z NON-ALCOHOLIC HYDRATION MOVEMENT<\/strong><\/p>\n

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COCOGEN’s growth reflects a broader shift in the way Gen Z approaches both hydration and social occasions. Alcohol is increasingly viewed as optional rather than essential, while functional beverages are becoming part of everyday routines spanning exercise, work, recovery and events.<\/p>\n

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Traditionally separate spaces such as run clubs and music festivals are converging around a shared culture of wellness, connection and more considered choices. Positioned between traditional coconut water, sports hydration and functional wellness, COCOGEN brings performance and lifestyle together in a way that feels relevant to this new generation.<\/p>\n

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With further range expansion ahead, COCOGEN is cementing its position as the lifestyle beverage for runners, ravers and everyone in between.<\/p>\n

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Discover coconut water, upgraded, at drinkcocogen.com and follow the journey on Instagram at @drinkcocogen.<\/p>\n","protected":false},"excerpt":{"rendered":"

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