Found Beverage Co.: Orange Juice

The premise behind Found’s Pure Juices seems pretty straightforward -- package tasty, not from concentrate juices into an attractive and hip-looking bottle. The company has definitely succeeded with the latter part: the bottle has a positive and appealing look that should resonate with a broad base of consumers. But what’s on the inside, orange juice, might be too simple and commoditized (why buy this over one of the mainstream brands?) to really succeed for this brand. Plus, the product is made in Turkey, which, despite all of the measures that Found is taking (you can read about them on its website), seems potentially at odds with being a carbon-neutral company. Overall, great packaging and branding, but we feel as though another juice (or perhaps a blend) would perform better than this one in the long run.