INVO Coconut Water: Pure Coconut Water - 2013

Invo’s “Pure” Coconut Water is made with not-from-concentrate coconut water that has been high pressure processed (HPP) rather than pasteurized. It’s the same concept as Harmless Harvest, but in a 12 oz. container and without the USDA Organic certification. From a flavor perspective, the use of HPP gives it a fresher flavor profile than the pasteurized and from concentrate products. That said, this product is definitely near the top of the category when it comes to flavor. In terms of packaging and positioning, the use of a 12 oz. bottle seems like a nice middle road for both portion size and price point (we expect other HPP juice products to go into this format). However, it’s missing any mention of raw or HPP on the front of the container. Considering that its primary competition is plastering “raw” and “never heated” on the front of their packaging, we think that Invo needs to be more assertive in how this is communicated to the consumer. Otherwise, the brand is straightforward and to the point, but feels like it’s skewing towards “me-too” rather than trying to develop its own identity. Still, it’s a very solid starting point and one that’s definitely worth a try.