Kraves

Product Type:Juice: Fruit Juice; Container: 16.9 oz PET
BevNET Review: Kraves is a product that uses juice, herbal ingredients, and vitamins to create a product that delivers “natural energy.” From a flavor perspective, this product has a strong strawberry guava flavor, which is the result of strawberry puree and guava puree being at the top of the ingredient list (carrot juice, grape, and black currant juices are also present in the mix). To that end, the fruit flavor of the drink is very natural and, assuming you don’t mind these particular fruit flavors, enjoyable. They’ve sweetened the drink with cane sugar, but it doesn’t taste much sweeter than you’d expect these fruit juices to naturally taste. The functional side of the product includes green tea extract, yerba mate extract, ginseng, guarana seed extract and added vitamins (A, C, and B vitamins) and potassium. It’s a somewhat energizing product to consume, although it doesn’t quite have the kick that a normal energy drink has (that’s by design, we think). Finally, there is the packaging and design. The bottle is a stock 16.9 oz. PET bottle, which they’ve dressed up with a colorful label around the middle of the bottle. The name “Kraves” sounds like something that’s more appropriate for a diet drink than an energy product (“cravings” comes to mind). In addition, they don’t contextualize some of the product’s benefits (How much juice is in it? How much caffeine?). Aesthetically speaking, it’s not bad, but it doesn’t really jump out at us either. A more modern – and perhaps slightly cleaner – graphic treatment might fit better with what the brand is about. Overall, it’s a good concept with enjoyable flavor, but the design needs help.