It began as a street fight between two guys, and now coconut water is at the center of a swirling $400 million war for shelf space. Coconut water is also the leading cause of “Why the hell am I drinking this?”

+ To us, these market shifts may seem like silly fads. But to major corporations, these trends are big business. From Time: 10 things Americans suddenly stopped buying. (Looks like I picked the wrong week to stop sniffing gluten.)