Loco-Joe: Loco Joe (Reformulated)

The re-crafted Loco-Joe is vastly improved in terms of its flavor. While the original formula tasted like "liquid pudding", this formulation has a much more palatable flavor. The consistency is on par with what we'd expect from an iced coffee product and the cocoa flavor provides a nice finish and no longer overpowers the coffee flavor. In addition, he calories and carbs have been reduced to respectable levels. The tetra pak is still a questionable choice for this product, especially if it wishes to be side-by-side with the market leader, Starbucks. On a positive note, we do think that consumers that are choosing a product purely on flavor will be pleasantly surprised with Loco Joe's lack of a burnt flavor. Overall, this product has definitely taken a step forward.