Koa Olakino: Koa Organic Water (2013)

While Koa looks like water and is branded as an "organic water," it’s actually made from 100 percent juice. Yes, that’s right, this product is made with a several fruit and vegetable juices, including pomegranate, orange, amla fruit, annatto, guava, holy basil, red sea lettuce, carrots and lemon. In a nutshell, the company has processed and clarified the ingredients to create a water product. Interestingly, the pounds of fruit and vegetable pulp, skins and seeds left over after the extraction process doesn’t go to waste. Instead, the company sells off all of these other parts to be used for a range of consumer goods. As for this product, which retails for $4.99, it tastes like a spa water (aka water with veggies or citrus floating in it) rather than plain-tasting water. That said, it’s quite enjoyable from a taste perspective -- especially when you consider that it’s a zero calorie product. While Koa doesn’t have as bold of a flavor as you’ll find in essence waters, the underlying flavor is smoother and less acidic. Honestly, we wonder if the company couldn’t create flavor varieties by purifying different fruits into blends (rather than all of the ingredients into just one product). On the outside, Koa has done a great job creating something that looks visually polished. However, there’s something about this product being marketed as an “organic water” that is confusing. Ultimately, we bet that this product will have more success skewing towards the juice category rather than the water category. That said, adjusting the name to succinctly define the product is paramount to its long-term success. Overall, Koa is an extremely innovative and enjoyable product whose biggest challenge is going to be consumer education.