Functional hydration
Consumers are moving beyond traditional soft drinks toward naturally occurring electrolytes and everyday wellness benefits.
Private Label Proposal · Confidential
Buc-ee's Coconut Water
Refresh every road trip with a complete coconut water family — from single-serve cans to group-ready gallons — built for all 55 Buc-ee's travel centers.
The Retail Partner
Buc-ee's: 57 travel centers. 11 states. Zero competition.
Buc-ee's is the gold standard of American convenience retail — a fuel, travel, and snack destination that pulls customers off the interstate for an experience, not a transaction. Stores average 50,000–75,000 sq ft with 80–120 fuel pumps and move beverage volume that rivals a small grocery chain. A Coco Love–built private label slots perfectly into the famous Beaver Nuggets aisle and the legendary back-wall cooler set.
55
Travel Centers
Verified from buc-ees.com/locations
11
States
TX, AL, GA, FL, KY, TN, CO, MS, MO, OH, SC, VA
$6B+
Annual Revenue
Privately held, industry est.
#1
C-Store Loyalty
Highest in U.S. convenience retail
State
Stores
% of Footprint
Texas
36
65.5%
Alabama
4
7.3%
Georgia
3
5.5%
Florida
2
3.6%
Kentucky
2
3.6%
Tennessee
2
3.6%
Colorado
1
1.8%
Mississippi
1
1.8%
Missouri
1
1.8%
Ohio
1
1.8%
South Carolina
1
1.8%
Virginia
1
1.8%
Source: buc-ees.com/locations. Excludes announced-but-not-yet-open travel centers. Texas remains the home market with 60%+ of the footprint — meaning a Texas-first pilot ladders into the entire chain with minimal logistics complexity.
The Shelf
Built for the back wall.
Every Buc-ee's store dedicates 60+ linear feet of cooler door to single-serve beverages. Coconut water is the fastest-growing functional category in that set, and there is currently no Buc-ee's-branded option. We fill that gap with a product their customer already came in for.
The Concept
One packaging system. Every format.
Every package carries the same approved visual language: Coco Love red for Original, sunshine yellow for With Pulp, consistent tropical foliage, and the same friendly beaver sipping from a fresh coconut. The system scales cleanly from the 8 oz sample can through the 1-liter road-trip bottle without losing shelf recognition.
- 100% natural coconut water — no added sugar, never from concentrate
- Recyclable aluminum — fits Buc-ee's clean-store ethos
- Travel-ready: ambient stable, perfect for the cooler wall AND the snack aisle
- Exclusive Buc-ee's mascot artwork on every facing
SKU 01
Original
SKU 02
With Pulp
SKU 03 · 64 fl oz
Half Gallon
A handled, group-ready format for coolers, campsites, tailgates, and long-haul road trips.
The Lineup
Every size your customer wants
8 oz
Kids / Sample
Format
12-pack & singles
Suggested MSRP
$1.79
12 oz
Slim Can
Format
12-pack & singles
Suggested MSRP
$2.29
16 oz
Hero Can
Format
Single-serve cooler
Suggested MSRP
$2.99
1 Liter
Road-Trip Bottle
Format
Single-serve cooler
Suggested MSRP
$4.99
Half Gallon
Group-Ready Jug
Format
64 fl oz handled jug
Suggested MSRP
$8.99
The Market
Coconut water is the fastest-growing functional beverage
$8.3B
2024 Global Market
Coconut water category
16.1%
CAGR
Projected through 2030
$2.1B
U.S. Retail Sales
Tracked c-store + grocery
Coconut water is the #1 better-for-you hydration upgrade at the cooler door. Private label in this category runs 18–22% margin lift versus national brands at the same shelf price — and Buc-ee's brand equity unlocks a premium tier no other c-store can match.
Road-trip ready
A Buc-ee's exclusive customers can take anywhere.
The Investment Opportunity
A high-growth category with room to build a destination brand
$8.3B
Global Market
Estimated 2024 coconut water category
$20B+
2030 Potential
Implied by current category growth forecasts
16.1%
Projected CAGR
Global growth outlook through 2030
$2.1B
U.S. Retail Market
Tracked grocery and convenience channels
Why the category is gaining value
Premium convenience
Coconut water commands premium shelf pricing while fitting the same immediate-consumption occasions as water, sports drinks, and energy beverages.
Multiple consumption occasions
Single-serve, family-size, travel, fitness, outdoor, and at-home formats expand the addressable market beyond one cooler-door purchase.
Brand whitespace
The category remains fragmented, creating room for a trusted retail brand to win through visibility, distribution, and exclusive packaging.
Market figures are directional category estimates based on published industry research and are presented for opportunity sizing only. They do not represent projected Coco Love or Buc-ee's sales.
The Plan
From handshake to shelf in 120 days
- Days 0–30Approval & ArtworkFinal mascot lockup, label legal review, Buc-ee's brand sign-off.
- Days 30–60Production RunCo-pack scheduled, aluminum + label inventory secured, first article QC.
- Days 60–90Texas Pilot10 flagship Texas stores, planogram + cooler placement, sampling weekends.
- Days 90–120Scale to All 57Read pilot, expand to all 36 Texas stores, then 21 out-of-state locations.
The Operating Partner
Private label backed by an eight-figure coconut water platform
The company behind this program is not a concept-stage co-packer. It is the team operating and scaling an eight-figure coconut water brand, with hands-on experience taking beverage products from formulation and packaging through production, national accounts, retail activation, and repeat purchase.
That operating infrastructure can be put to work for Buc-ee's: category expertise, established manufacturing relationships, quality control, supply-chain coordination, packaging development, and the commercial discipline required to build a durable brand at scale.
Explore the Private Label Opportunity →Next Step
Let's get Buc-ee's on the cooler wall.
Kimberly Reyes-Lee — National Accounts
Coco Love Water · cocokim@cocolovewater.com · 702-205-9164
Concept art shown is for proposal purposes only. The Buc-ee's name, logo, beaver mascot, and trade dress are trademarks of Buc-ee's, Ltd. Final artwork and use of marks subject to Buc-ee's brand approval and licensing.