Last Updated: 7/15/2013 12:38 PM
GreenFit’s Pomegranate is an all-natural beverage that claims to be “6 functional drinks in one bottle.” It’s sweetened with a blend of brown rice syrup, orange juice, and stevia -- and it certainly has a sweet flavor. However, it doesn’t taste overly enjoyable, with a bitter note of the added whey protein isolate and an earthy note of brown rice syrup providing the dominant flavors. Noticeably missing is any distinguishable pomegranate flavor (we’d say the same about fruit flavor in the very similar tasting “Tropical” variety). To that end, the company's focus on having six functional benefits on one bottle seems to have made them forget about an important “function” that sells beverages: refreshment. We can’t see someone consuming this product because of its taste profile. Functionally, the beverage has protein (12g), fiber (7g), antioxidants, superfoods, caffeine (from yerba mate, guarana, and green tea) and electrolytes. While these added ingredients might be beneficial, it’s hard to imagine how many consumers want all of these benefits at once and are willing to sacrifice flavor in order to get them. Simplifying the proposition and improving the flavor seems like the necessary next steps. Visually, GreenFit, unfortunately, doesn’t get much better. The product feels technical and lacks something that a consumer can connect with from a branding perspective. Overall, the concept sounds like a logical one, but we think that products with stronger and branding will win out over one whose primary sales pitch is six functional benefits in one bottle.