Last Updated: 5/18/2010 3:49 PM
Of the three UnderWAY flavors that we sampled, this one tasted the best. For starters, the tartness of the fruit flavoring helps mask the sweetener aftertaste (the product uses sucralose and ace-k). So, having a product that’s actually enjoyable to drink is a great starting point. Functionally, this flavor, like the rest of the line, relies on HeroFiber, an appetite suppressant supplement, as well as added vitamins. While appetite suppressant beverages are small in number at the moment, it seems like a reasonable niche to go after. However, UnderWAY is going to need to do a better job of positioning the product and explaining its benefit. For us, this starts with the name, which sounds like something more suitable for a protein drink (think “whey”) than an appetite suppressant (we don’t get the meaning). Plus, the product’s label is filled with too much text, a telling sign that the marketer isn’t quite sure how to succinctly pitch it either. Lastly, there seems to be an application issue with the shrink label, with the text going around in a less than straight manner. Overall, it’s a nice tasting product with appealing functionality, but the product’s exterior needs work.
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