Posted: Aug 15, 2013 at 12:00 AM
(Last Updated: Aug 16, 2013 at 9:25 AM)
Just Coco is a not from concentrate coconut water that is packaged in Brazil. The product is available in two Tetra Pak sizes: 12 oz. and 1 L. If you’ve been following the coconut water category, this all sounds familiar; there are a plethora of products occupying this same space. What’s inside the carton is certainly enjoyable, and the outside is easily identifiable as a coconut water. But why would consumers purchase Just Coco over whatever they're already drinking? We honestly see very little reason, short of Just Coco being much cheaper or if it were the only option available in a given retailer. Regardless, the product’s branding, which is the standard tropical landscape with images of coconuts, doesn’t do anything to connect with the consumer (that being important when it comes to brand loyalty). That said, we’re left feeling like this is a commodity product. Overall, a decent product, but it doesn’t really add anything new to the category.