Posted: Nov 29, 2015 at 2:48 PM
(Last Updated: Dec 10, 2015 at 12:20 PM)
The Original variety of Loco Coco is a high pressure processed (HPP) blend of cold brew coffee, coconut water, coconut milk, and sugar. Compared with the brand's Black variety, this product is sweeter and richer and is basically a play on coffee with milk. Since it uses coconut milk instead of dairy and is built on a coconut water base, the product has a pretty heavy coconut flavor. Compared with Loco Coco's Black, it also has an even lighter coffee flavor. From our perspective, we’d like this product more if the company dialed up the coffee a bit as it starts to feel washed out as you make your way through the bottle. Otherwise, it seems like a pretty interesting play that’s at the intersection of two hot categories, HPP beverages and cold brew coffee. Refining the flavor would definitely help it out as would some refinement to the packaging and messaging. While this might be the “Original” variety, using a naming convention that clearly states that this variety is their “latte” would be helpful in figuring out what it is. And for the branding, making it a bit more clear that it’s a coffee would be helpful (it looks like a brand for a coconut water). Turning the text so that it reads horizontally and switching out the green cap for white might be places to start, but having a package designer take a crack at it would be an even better step. Overall, we see potential in this product, and it’s definitely a nice first effort.