Mor

Product Type:Water: Enhanced; Container: 12 oz can
BevNET Review: Compared with the other two flavors, Pomegranate Lemon has a slightly more prominent sweetener flavor. Still, it’s pleasant to drink, with a flavor that is definitely more flavorful and enjoyable than your typical diet CSD. And a diet CSD is really what the closest comparison to this brand is with its positioning and flavor profile. Functionally, the product is enhanced with antioxidants, electrolytes, and vitamins, which, despite the lack of caffeine, adds a slight bite to the flavor that is reminiscent of an energy drink. The visual design of the 12 oz. slim can is appealing and clean for the most part, although the variation iin accent color between the flavors is a bit too subtle (you can’t tell the difference unless you are up close). Positioning is the biggest challenge for this product. It looks like an energy drink and, by calling itself a “sparkling enhanced water,” it appears to be afraid of falling into the soda category. As a result, they’ve made the value proposition too complicated -- making it simple and having a singular focus would help greatly. Overall, the flavor is enjoyable, but we think that Mor needs to refocus things to make the product easier to understand.Reviewed on: 4/24/2012

Product Type:Water: Enhanced; Container: 12 oz can
BevNET Review: Mor, which calls itself a “sparkling enhanced water,” is a sugar free sparkling beverage with fruit flavoring. In this particular case, the flavor is “Raspberry Strawberry,” which essentially tastes like a raspberry lime rickey flavoring. The use of sucralose as the only sweetener in the beverage is surprising, with a very natural level of sweetness and nearly zero aftertaste. The functional ingredients, which add antioxidants, vitamins, and electrolytes, don’t seem like an overly compelling reason to consume this product (refreshment is, however). While what is inside the can does taste good, the positioning of this product is confusing. Specifically, it looks like an energy drink (and a pretty nicely designed one at that), it tastes like a soda, and it’s marketed as a “sparkling enhanced water” (which isn’t really a category anyway). This presents a variety of issues, but ultimately the question of “what is it?” is the biggest hurdle. A new approach to the packaging might help this if they wish to head more towards the diet CSD category. Alternatively, changing the design so that it feels more like a water product might also work. Overall, this is a very nice tasting product that is visually clean, but it definitely needs help with its positioning. Reviewed on: 4/24/2012