Last Updated: 3/20/2014 2:39 PM
Gravity Apple Cider Vinegar Drink is a blend of 30 percent apple juice and two teaspoons of apple cider vinegar. The product, which is also sweetened with xylitol and honey and enhanced with vitamins, tastes very much like apple juice. This is a different approach than other apple cider vinegar drinks that we’ve sampled (yes, there are a few out there), which tend to be much more forward in their vinegar flavor. Instead, the vinegar flavor is more obvious at the finish, and it doesn’t really linger around. However, there’s a slight bite to the product, which could be from the xylitol or one of the other added ingredients. Ultimately, the product is definitely palatable, but we wonder whether a consumer seeking an apple cider vinegar drink will want more vinegar flavor or not. On the visual front, the product definitely needs work. The Gravity logo is fine when spelled out, but the G and V design simply doesn’t work. It’s hard for the eye to focus on it, and it ultimately just seems like a distraction rather than something that will help the purchase. Plus, there needs to be more emphasis on the product being natural. This isn’t something that really comes across in the branding (it almost feels like an energy drink brand -- and we don’t mean that in a good way). Getting the brand more in line with what the consumer is expecting (think wholesome and natural) is something to consider. Overall, there’s definitely a market for a product like this, but Gravity needs work if its going to fully take advantage of it.