Mor: Pomegranate Lemon

Compared with the other two flavors, Pomegranate Lemon has a slightly more prominent sweetener flavor. Still, it’s pleasant to drink, with a flavor that is definitely more flavorful and enjoyable than your typical diet CSD. And a diet CSD is really what the closest comparison to this brand is with its positioning and flavor profile. Functionally, the product is enhanced with antioxidants, electrolytes, and vitamins, which, despite the lack of caffeine, adds a slight bite to the flavor that is reminiscent of an energy drink. The visual design of the 12 oz. slim can is appealing and clean for the most part, although the variation iin accent color between the flavors is a bit too subtle (you can’t tell the difference unless you are up close). Positioning is the biggest challenge for this product. It looks like an energy drink and, by calling itself a “sparkling enhanced water,” it appears to be afraid of falling into the soda category. As a result, they’ve made the value proposition too complicated -- making it simple and having a singular focus would help greatly. Overall, the flavor is enjoyable, but we think that Mor needs to refocus things to make the product easier to understand.