Posted: May 20, 2014 at 12:00 AM
(Last Updated: May 20, 2014 at 2:01 PM)
The Coffee variety of Tigernut Horchata blends cold-brewed with the company's “Original” product. After trying all of the flavors, we can safely say that this is the best tasting -- and most mainstream -- product of the bunch. While the other flavors are nice, they are a bit mellow and feel more like dairy replacements than standalone finished products. This, on the other hand, has the more assertive flavor of coffee AND gets the added benefit of being a dairy-, soy- and nut-free cold-brew coffee. It’s definitely a very unique proposition and one that has been formulated quite nicely. However, the messaging and branding of the product are definitely a roadblock. For starters, positioning the product based on horchata and tigernuts feels very limiting and confusing. An American consumer will likely expect something with rice flavor (like Mexican horchata) and a thicker body. The coffee is positioned as a tertiary part of the pitch, even down to the point where the word “Coffee” is small and hard to read. Repositioning this and leading with coffee, rather than burying it, would also minimize the amount of education that needs to be done. Overall, we absolutely LOVE the formulation, but we’re definitely not sold on the execution of the branding and the positioning of the product.