Last Updated: 1/15/2014 2:09 PM
Vermont TreTap is a unique beverage that uses water harvested from organic maple trees as the base of the product. It's currently available in three flavors: Blueberry, Cranberry and Cucumber. For us, the cranberry flavor was our preferred variety. In terms of formulation, the maple tree water is combined with organic maple syrup, evaporated cane sugar, cranberry juice concentrate and flavoring, citric acid, natural color, and monk fruit. The combination of these ingredients tastes very much like a low-calorie flavored water. Honestly, it's not at all what we expected after seeing that the product uses maple tree-sourced water. If nothing else, we were expecting the product to have at least a hint of maple flavor, but it doesn’t. It also really doesn't have much in the way of cranberry flavor, which is also somewhat of a surprise. Nevertheless, for a product that has only 10 calories per bottle, it's definitely drinkable (aside from the slight monk fruit finish). As for the packaging and branding, the product looks good aesthetically, but the positioning and messaging seems to be at odds with what's inside the bottle. Maybe it’s just a psychological effect of seeing the word “maple” used with the current design and choice of packaging, but we really feel like the brand and the image of maple trees conjure up the desire for something other than low-calorie water. That’s definitely something that the company will want to consider addressing going forward. Overall, it’s an innovative idea and one that might work, but it’s going to take some work to figure out how to position and package this product most effectively.
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