Last Updated: 10/3/2013 9:40 AM
Beat Juice, whose tagline is “a truly functional beverage,” is a blend of 80 percent juice, including pomegranate, concord grape juice, and beet juice, with added hibiscus and grape seed extract. The resulting product has a tart fruit flavor that tastes like the individual juices used to create the beverage. The hibiscus helps the product have a smooth finish, with a light floral note that also gives the product a slightly lighter mouthfeel than it would without it. All in all, it’s a very tasty product. However, the packaging and positioning of the product just aren’t quite there yet. First and foremost, the ingredients don’t mesh with the tagline or the “synergistic blend of functional ingredients” claim that’s on the back. Yes, all of the ingredients included in the product have health benefits, but describing them in the way the company has is definitely cause for concern in terms of both the anticipated flavor and the overall credibility of the drink. We’d say the same about the design, which, with its name and heartbeat graph, sets the stage for really low expectations about what’s inside the bottle. Making the drink feel positive and vibrant -- how we think about the ingredients that the company has chosen -- would be a much more appealing and marketable approach. Lastly, we wonder how this drink can be developed into a full line. As a single SKU, it doesn’t seem like they’ve created something that will lure consumers in again and again. Overall, we like the flavor, the concept, and the intentions behind it (a portion of the proceeds will be donated to the Stand Up 2 Cancer Fund -- a cause that the founder is personally connected to -- but the current execution definitely needs refinement.
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