Red Jacket: Fuji Apple Juice

Fuji Apple is about as much of a “flagship” flavor as you’ll find in the Red Jacket line-up. This product is just straight up apple juice, which has been cold-pressed and then pasteurized. As far as apple juice goes, this is certainly a very enjoyable option. It definitely tastes like fuji apples, which is about all you can ask for of this product. However, we think there are better options out there, including products that are fully shelf stable. That begs the tough question about the positioning of this product, which, like the other products in the line, sits in some seemingly strange white space between shelf stable and “raw” juice products. Plus, lack of organic certification puts the pressure on from both ends, especially with the product’s relatively high price point. Overall, we think there’s a decent foundation here, but the brand needs to be pushed in one direction or another.