The Master Cleanse: The Master Cleanse

Skinny Lemon Co.’s The Master Cleanse Beverage is a literal translation of... well... a “master cleanse” beverage. That said, it’s made with water, lemon, maple syrup and cayenne. The product also contains ascorbic acid. Flavorwise, it’s exactly what you’d expect: slightly sweet, slightly tart and pretty spicy.  However, compared to some of the high pressure processed offerings, the flavor, particularly of the lemon, just isn’t as good. And neither is the branding, which feels a bit too kitschy to be a serious offering. Finally, and most importantly, having this as the company's only product feels like a big risk. What if the consumer isn’t on a cleanse or in the mood for a spicy lemonade? There might be an opportunity for the Skinny Lemon Co., but it feels as though it’s in lemonade, not the being focused on selling an occasional use product. Overall, it’s a decent product, but the positioning and single-SKU approach feels like a miss.