Posted: Mar 05, 2013 at 12:00 AM
(Last Updated: Mar 21, 2013 at 10:18 AM)
Zola’s Coconut Water with Pulp is a line extension to their coconut water, which was launched in 2012. On both the packaging and flavor fronts, this product builds upon that product. Starting with the flavor, it’s a straightforward Thailand-produced coconut water that has smallish chunks of pulp throughout the beverage. We’ve definitely had coconut water products with more pulp and bigger pieces, but Zola’s approach seems like a good mainstream-oriented approach. However, the differences in flavor between this product and the competition aren’t massive, so building product loyalty seems like a challenge. Visually, they’ve given the 17.5 oz. can an attractive green color scheme, which definitely stands out amongst the sea of blue colored packages that litter the coconut water category. Otherwise, it’s a pretty utilitarian design that effectively communicates what the product is, but it feels a little lacking in the personality department. Overall, a logical extension to Zola’s coconut water line that has good execution.