Rebel Kitchen
Rebel Kitchen is a privately held UK-based consumer goods company that produces and sells 100% pure coconut water, bottled at source in the Philippines from young green coconuts, and distributed via its own chilled e-commerce subscription, major UK and European grocery chains, and a wholesale lane into cafés and hospitality venues.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rebel Kitchen does
Rebel Kitchen is a privately held UK-based single-product consumer goods company that produces and sells 100% pure coconut water. The product is extracted and bottled at source in the Philippines from young green Laguna Tall coconuts grown by smallholder farmers, with the explicit positioning that nothing is added or removed — no concentrates, added sugar, or artificial ingredients, and a natural pink colour caused by antioxidants in young coconuts is preserved rather than corrected. The SKU range is narrow: an Original line and an Organic line, each offered in 330ml and 750ml formats, typically sold as multi-bottle cases.
The business operates a hybrid go-to-market model. A direct-to-consumer e-commerce channel ships chilled cases across UK mainland with a subscription option offering 10–15% savings on weekly, bi-weekly or monthly cadences. A retail channel places the product in major UK grocery chains (Tesco, Sainsbury's, Waitrose, Ocado, Co-op, Whole Foods Market, Abel & Cole) and European retailers (Delhaize, Ekomarket), while a wholesale channel supplies UK cafés, offices and hospitality venues. Pricing is positioned at a premium (£39.99 for a 12-bottle case of 330ml; £57.50 for a 10-bottle case of 750ml), with the Organic variant restricted to selected premium and organic retailers.
The brand is differentiated less by technology than by narrative and sourcing: a Community Relief Fund run with a long-standing Philippines partner supports factory workers and supplier communities, and the 2025 Great Taste Award from the Guild of Fine Food is used on-pack. Customer concentration is split across multiple retailers and a DTC base, with celebrity endorsements (Professor Green, Donna Air, Lisa Snowdon, Liam Charles, Danny Drinkwater, Regan Grace) used as top-of-funnel social proof on TikTok and Instagram. No headcount, revenue, funding or ownership details are publicly disclosed.
Rebel Kitchen firmographics
Firmographics- Name
- Rebel Kitchen
- Legal name
- Rebel Kitchen
- Website
- https://rebel-kitchen.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rebel Kitchen is a privately held UK-based consumer goods company that produces and sells 100% pure coconut water, bottled at source in the Philippines from young green coconuts, and distributed via its own chilled e-commerce subscription, major UK and European grocery chains, and a wholesale lane into cafés and hospitality venues.
- Ownership category
- akta.pro rank
Rebel Kitchen industry classification
Industry- Product category
- Coconut Water Beverages
- NAICS
- Bottled Water Manufacturing (312112), Soft Drink Manufacturing (312111)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC)
- akta.pro secondary industries
- Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB), Bulk Bottled Water Production (Large Format, Home/Office Delivery) (AFAFACAH)
Keywords
Where Rebel Kitchen is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Rebel Kitchen business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: One-time purchases and subscription orders sold directly through the Rebel Kitchen website. Products delivered chilled to UK mainland customers. Subscriptions offer 10-15% savings with recurring deliveries.
- Retail Distribution: Products sold through UK and European retail chains including Tesco, Sainsbury's, Waitrose, Ocado, Whole Foods Market, Abel&Cole, Delhaize, and Ekomarket.
- Wholesale B2B: Wholesale supply to UK wholesalers who distribute to cafés, offices and hospitality venues.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 330ml Original Case (x12) |
| Unit Pricing | Pay-as-you-go | 750ml Original Case (x10) |
| Unit Pricing | Pay-as-you-go | 330ml Organic |
| Unit Pricing | Pay-as-you-go | 750ml Organic |
| Subscription | Monthly | Multi-case Subscription |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Rebel Kitchen product offering
Product offeringCore offering
Rebel Kitchen sells 100% pure coconut water made from young green coconuts handpicked in the Philippines and bottled at source. The product range consists of Original and Certified Organic variants, each available in 330ml and 750ml bottles, sold as multi-bottle cases through the brand's direct-to-consumer website (with chilled home delivery across UK mainland and optional recurring subscriptions) and through major UK and European retailers.
Product overview
Rebel Kitchen is a single-product company specializing in 100% pure coconut water made from young green coconuts handpicked in the Philippines and bottled at source. The product range consists of Original and Organic variants, each available in 330ml and 750ml bottle sizes. Products are sold as multi-bottle cases (12 x 330ml or 10 x 750ml) through direct-to-consumer e-commerce with chilled delivery, and via major UK and European retailers including Tesco, Sainsbury's, Waitrose, Ocado, Whole Foods Market, and Abel & Cole. The company also operates a Community Relief Fund supporting Philippine supply chain communities.
Differentiator
Problem solved
Functional benefit
Brands
- Organic: Certified organic coconut water sourced from organic farms, maintaining the same clean, crisp taste as the Original range. Available in 330ml and 750ml bottles.
Quantifiable outcome
- 220mg potassium per 100ml (11% NRV) - supports normal muscle function
- +2 more outcomes
Companies that use Rebel Kitchen
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles3 records
Rebel Kitchen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Rebel Kitchen partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Philippines Community PartnercoreA long-standing local partner in the Philippines (established over 40 years) that manages the Community Relief Fund. This partner distributes support directly to factory workers and supplier communities when disasters strike, providing temporary shelter, medicine, rebuilding materials and essential support.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Rebel Kitchen competitors and assessment
Company assessmentDirect peers
- Vita Coco: The global category leader in coconut water, sold across mainstream retail and foodservice. Direct competitor to Rebel Kitchen in the same product category, with much broader geographic reach and marketing firepower.
- Chi Drinks: UK-headquartered coconut water brand sold across UK retail and wholesale. Closest UK-based direct competitor to Rebel Kitchen, competing for the same shelf space and DTC health-conscious consumer.
- Harmless Harvest: Premium coconut water brand positioned around fair-trade, organic, and sustainable sourcing. Comparable to Rebel Kitchen on the single-ingredient, source-authenticity story and premium pricing tier.
- C2O Coconut Water: US-based coconut water brand focused on pure, premium positioning. Comparable in clean-label philosophy and chilled, single-ingredient formulation, though primarily North American distribution.
- Amy & Brian: Coconut water brand using young green coconuts sourced from Thailand and bottled at source. Very similar supply chain narrative and product positioning to Rebel Kitchen's Philippines-sourced single-ingredient offering.
- Taste Nirvana: Coconut water brand bottled at source in Thailand. Comparable to Rebel Kitchen on the bottled-at-source provenance story and single-ingredient positioning, with multi-format offerings.
- Cocofina: UK-based premium coconut water brand with organic and flavored variants. Direct competitor for the same UK organic/health-retail shelf positions (Whole Foods, Abel & Cole) and DTC health-conscious consumer.
Broad incumbents
- Innocent Drinks: UK-based smoothies and juice brand owned by Coca-Cola, serving the same health-conscious consumer with chilled, premium fruit-based beverages. Overlaps with Rebel Kitchen on distribution channels (same UK supermarkets) and target shopper.
Emerging players
- The Coconut Collaborative: UK-based brand specializing in coconut-based products (yogurt alternatives, drinks). Comparable in coconut-forward positioning and UK retail presence, though predominantly in dairy-alternative rather than pure coconut water.
- Karma Water: Premium enhanced/probiotic water brand. Comparable in the health-and-wellness beverage category, though focused on functional water rather than coconut water — useful as a price and channel reference for the same health-conscious shopper.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Rebel Kitchen social profiles
Digital presenceRebel Kitchen compliance and trust
Trust signalCompliance1 record
Rebel Kitchen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rebel Kitchen leadership team
Management profileNumber of profiles
Rebel Kitchen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rebel Kitchen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rebel Kitchen
What does Rebel Kitchen do?
Rebel Kitchen sells 100% pure coconut water made from young green coconuts handpicked in the Philippines and bottled at source. The product range consists of Original and Certified Organic variants, each available in 330ml and 750ml bottles, sold as multi-bottle cases through the brand's direct-to-consumer website (with chilled home delivery across UK mainland and optional recurring subscriptions) and through major UK and European retailers.
Is Rebel Kitchen a public or private company?
Rebel Kitchen is a private company. It is classified as unknown and is currently operating.
When was Rebel Kitchen founded?
Rebel Kitchen was founded in 2014. It employs 11 to 50 people.
Where is Rebel Kitchen based?
Rebel Kitchen is headquartered in London, United Kingdom, in the Europe region.
How does Rebel Kitchen make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution and wholesale B2B.
Who are Rebel Kitchen's main competitors?
Direct peers on record are Vita Coco, Chi Drinks, Harmless Harvest, C2O Coconut Water, Amy & Brian, Taste Nirvana and Cocofina. Innocent Drinks is listed as a broad incumbent. Emerging players are The Coconut Collaborative and Karma Water.
Does Rebel Kitchen have an API?
No public API is recorded for Rebel Kitchen.
What industry is Rebel Kitchen in?
Rebel Kitchen's product category is Coconut Water Beverages. Its primary akta.pro industry code is CRADAHAC, Bottled Water (Still, Sparkling, Enhanced), with a secondary code of CRADAHAB, Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks). Its NAICS code is 312112 and its SIC code is 2080.