'tude juice: fuji'tude

The concept behind ‘tude is pretty straightforward: take apples, cold press them, put them in a bottle, and give them some shelf life via high pressure processing (HPP). Unlike pasteurized apple juices that often use blends of many different types of apples, ‘tude’s “raw” apple juice is very true to taste. This flavor, fuji’tude, uses 100% fuji apples and has a flavor profile that’s just like biting into a fuji apple. If you want a more tart or bold flavor, the pinky’tude or granny’tude might suit your own personal tastes better. But really, the three single varietal apples are truly very similar and the differences are generally nuances more than major differences. Regardless, ‘tude has done an amazing job of showcasing just how good something as mundane as apple juice can be. From a packaging and positioning perspective, the product is instantly identifiable as apple juice. They’ve successfully created a label that doesn’t require a lot of words but communicates all almost everything that the consumer needs to know (we’d like to see “raw” on the front). The brand, however, isn’t something that’s instantly obvious and establishing a brand that starts with an apostrophe feels a bit clunky. Otherwise, we really do like the simplicity of what they’ve created. Overall, this is one amazing bottle of apple juice.