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The New York Times' Michael Moss tackles coconut water in the latest installment of "What's In It?," investigating how the beverage became a "$400 million global food craze." Moss notes that from a marketing perspective, the beverage basically "has nine lives" — with several health claims refuted by nutritionists — though it does have "much less sugar" than other fruit juices. He also hints at what could be the next trendy beverage: Water made from maple tree sap. Go, watch: