Mor: Raspberry Strawberry

Mor, which calls itself a “sparkling enhanced water,” is a sugar free sparkling beverage with fruit flavoring. In this particular case, the flavor is “Raspberry Strawberry,” which essentially tastes like a raspberry lime rickey flavoring. The use of sucralose as the only sweetener in the beverage is surprising, with a very natural level of sweetness and nearly zero aftertaste. The functional ingredients, which add antioxidants, vitamins, and electrolytes, don’t seem like an overly compelling reason to consume this product (refreshment is, however). While what is inside the can does taste good, the positioning of this product is confusing. Specifically, it looks like an energy drink (and a pretty nicely designed one at that), it tastes like a soda, and it’s marketed as a “sparkling enhanced water” (which isn’t really a category anyway). This presents a variety of issues, but ultimately the question of “what is it?” is the biggest hurdle. A new approach to the packaging might help this if they wish to head more towards the diet CSD category. Alternatively, changing the design so that it feels more like a water product might also work. Overall, this is a very nice tasting product that is visually clean, but it definitely needs help with its positioning.