FOCO Coconut Water: 100% Pure Coconut Water

FOCO Coconut Water in a 16.9 oz. Tetra Pak carton is an extension of the FOCO coconut water that was previously only available in cans. While it doesn’t say on the carton if it’s from concentrate or not (it is not from concentrate), the product is definitely closer in style to the latest generation of from-concentrate products. Specifically, the product has a sweet and light acidic finish to it. None of this is to say that what’s inside the carton is bad -- but it’s by no means our favorite pure coconut water either. Visually, the product has a generic look to it, with the brand feeling like something that was designed for another country or an ethnic market in mind. That said, it feels like a commodity-style product, which will appeal to the consumer who is always choosing their coconut water based on price and price alone. Otherwise, there’s really no brand here for a consumer to latch on to. Even the name, which in all capital letters, isn’t obvious as to who it should be pronounced or whether or not it’s an acronym. Overall, what’s inside the carton is good, but we feel like this product is missing a bigger opportunity by having made its packaging look too generic.