Posted: Oct 18, 2010 at 12:00 AM
(Last Updated: Oct 18, 2010 at 10:04 AM)
Unlike Harmless Harvest’s single ingredient Coconut Water product, “Mato” (aka “The Original Wild Nutrient Solution”) is a much more complex product, both in flavor and branding. Made with a 37 percent juice blend of water, coconut water, cupuacu, camu camu, wildflower honey, guarana, and natural flavor, Mato is definitely unlike anything we’ve ever sampled. The most dominant flavor is cupuacu, whose fragrant flavor is often described as having notes of pineapple and chocolate, but without the sweetness. Otherwise, there’s a light note of honey, but the level of sweetness in this drink is extremely light to the point where the sourness of the other flavors take over. Plus, the cloudy colored liquid has some light grit to the finish (presumably from the pulp), which is something that some consumers will undoubtedly not be so fond of. Nutritionally, the product has potassium, protein (1g), vitamin C, vitamin E, calcium, iron, and magnesium, which, along with natural caffeine, antioxidants, and enzymes from honey, presumably justifies their “nutrient solution” tag line. Still, we think that there needs to be more to it with the flavor profile currently where it’s at – consumers will demand better flavor or more nutritional benefits. On the outside, this product lacks the clean and artisanal feeling of their coconut water product. Instead, it’s busy and cluttered, which isn’t helped by the esoteric name or the mention of what are likely to be unfamiliar fruits for most consumers. We think that they need to simplify and clarify the way the product is presented. As it stands, we don’t think this product will move overly well.