Purity Organic Juices: Purity Organic 100% Coconut Water

Purity Organic’s USDA Organic Coconut Water is a product that is made with coconut water from concentrate and nothing else. The flavor is clean and simple, with that slightly salty finish that coconut water is known for. Otherwise, it tastes very close to the not-from-concentrate brands out there, which is, at least in our opinion, a good thing. That leaves packaging and branding as the key points of differentiation for this product. Using a 17 oz. TetraPak container with a screw cap and a simple brand that emphasizes organic, the product feels like something that is vying for the natural consumer. The design is clean and sticks with the familiar fruit matrix, but they’ve added a subtle beach motif that includes silhouette images of a coconut tree and a girl under an umbrella. It’s hard to say if these really add anything to the look (perhaps it looked too stark without?), but it’s definitely much nicer than the cliched blue beach theme that is constantly being copied from the big two brands of the category. Overall, we really like what they’ve done -- both the flavor and packaging are something that we could see consumers latching on to.