Posted: Mar 15, 2013 at 12:00 AM
(Last Updated: Apr 10, 2013 at 2:36 PM)
‘Tude’s “apple’tude” is what appears to be the flagship flavor of the lineup. Like the three other flavors that make up the initial lineup, apple’tude is made with 100 percent apple juice that has been cold pressed and high pressure processed (rather than pasteurized). However, this variety uses a blend of apples (all of which come from Washington state). The ingredients list does not, however, list the types of apples used in the product. From a flavor perspective, this is definitely much more like traditional apple juice than the other offerings. That said, it doesn’t have quite the same super premium flavor that can be found in the other flavors. On the other hand, the branding of the product seems more straightforward, thanks to the use of “apple’tude” on the front of the label (which one might assume is the name of the brand). Furthermore, the callout for “100% Washington apple juice,” which is a definitely point of differentiation versus other apple juices, is something that will probably resonate with consumers of this type of product. Lastly, we like the darker red used on the label, which is a subtle tie back to the natural color of many apple skins. Overall, this product definitely feels like a bit of a work in progress, but we like their approach to taking something as ubiquitous as apple juice and trying to take it up to a level that hasn’t previously been seen in bottled form.