From their website:
It all started in early 2012. The founder of Naked Coconuts, Paul, had just graduated and hopping from one job to another. He was feeling dejected as he quit his first gig and wanted to jump ship again. Dissatisfied with limited responsibilities early in his working life, he hoped to tap into his much criticized lack of patience to jumpstart something more exciting. But what?
Kicking around a gagillion ideas, the words soy-free soy-sauce jumped at him in a brainstorming session. With great excitement he searched and searched for such a thing and finally found coconut aminos or what is now called Coconut Soy-Free Seasoning Sauce. From coconut aminos he found coconut oil, coconut nectar and other amazing coconut products!