Vim Vitae (Discontinued)

Dallas, Tex.-based Vim Vitae, which, earlier this year rebranded itself, has added a new line to its portfolio of high pressure processed cold-pressed juices: Limeades.

Designed to be their version of the classic summertime beverage, each USDA Organic flavor blends cold-pressed lemon and lime juices with herbs and spices. Launching with five flavors, including Acai Berry, Ginger, Cardamom, Hibiscus Flower, and Basil Agave, the five flavors also feature agave as a sweetener and a touch of sea salt at the finish. The five varieties clock in at a modest 80 calories per bottle (Ginger is only 50) with 11-15 g of sugar.

The formulations definitely seem to have the mainstream in mind as they are all very straightforward and pleasant-tasting riffs on limeade. The Cardamom and Basil Agave are the most subtle when it comes to their accent flavors, with only a light note at the finish of their added herbal ingredient. Acai Berry and Hibiscus Flower have a nice tartness, but we’d honestly like to see a bit more of it as the sharpness of the citrus makes the added flavors harder to taste as you make your way through the bottle. Lastly, there’s Ginger, which was, at least for us, the star of the pack. It has a mild but lingering spice and the freshness of the ginger is really enjoyable.

Packaging is a 12 oz. cylindrical bottle, which is, both in terms of shape and label, the same as the rest of the Vim Vitae lineup. The graphics give off a vibe that feels apothecary-inspired but is a bit more modern and approachable. While the “limeades” wording, which is in a script font, is a bit hard to read in comparison to the sans-serif font used on the rest of the text, we think the package is straightforward and easy to read -- at least for the top part. The bottom of the label has a bit too much text and could stand to be simplified (social icons, for example could go on the back). All in all, it looks and feels like a high quality product.

Vim Vitae, which was formerly known as Vim + Vigor, is a Dallas, Texas-based producer of cold-pressed high pressure processed (HPP) organic juices. With their rebrand to Vim Vitae, their flagship juice line is now known as “Originals.” In addition, they’ve launched this product line, “Exotics,” featuring unique flavor combinations.

Available in four flavors, including T2 Tonic, Chia Sangria, Spicy Rita, and Jicama High Five, Vim Vitae Exotics all offer flavors that are somewhat assertive, but still mainstream oriented. Here’s a look at all four:

• T2 Tonic -- This variety features turmeric, tamarind, jicama, orange, apple, and lime. It has a nice hit of turmeric followed by some sweetness, and we really love the citrus finish.

• Chia Sangria -- While we enjoyed the flavor of the liquid -- it’s like a fancy limeade -- the chia seeds were a bit of a distraction. They sink to the bottom and there aren’t enough of them to feel like an integrated part of the product.

• Spicy Rita -- The name does not lie: this product is definitely spicy. This product’s flavor profile, which starts out spicy and ends up with a hefty note of lemon, is somewhat of a cousin to a green juice thanks to the cilantro and cucumber flavor that sits in the middle.

• Jicama High Five -- Our favorite of the bunch. It has a mellow sweetness from the beets, apples, and jicama, followed by some ginger spice and a nice hit of lime at its finish.

Visually, the product’s brand seems a bit more serious than certain other cold-pressed juices out there. This really has to do with the look of their logo, which has a vibe of functionality or “elixir” to it. Beyond that, the label is easy to read thanks to how they’ve organized the information into panels. This is a very common approach nowadays, so it seems like one that the consumer will be able to follow without much effort.

However, the one thing that we’re not so sure of is the use of the word “Exotics.” To us, this is conveying a message that these are not normal everyday formulations. But in our opinion, they are more mainstream than their juice cleanse products. Evolving this in such a way that there’s less of a gap between Originals and Exotics would certainly be helpful.

All in all, we really like the idea behind and, for the most part, the execution of these products. Just as most other cold-pressed juice brands are vying for lower priced and more mainstream offerings, Exotics are Vim Vitae’s way to reach this same consumer. What they’ve created are some thoughtful and well-executed products that could stand to see a bit of adjustment in terms of how they communicate their value proposition.