WTRMLN: WTRMLN WTR

WTRMLN WTR (aka “Watermelon Water”) is a cold-pressed watermelon juice beverage that is made with watermelon flesh, watermelon rind and lemon. It is high pressure processed (HPP), which gives it an extremely fresh and refreshing flavor. And it certainly tastes like watermelon -- there’s no question that the company nailed that part of the product. From our perspective, this could be either a good thing or a bad thing, depending on the consumer. On the one hand, this product, unlike other cold-pressed products that blend flavors and use ingredients that aren’t typically consumed in liquid form, has a flavor that is familiar and doesn’t offer anything new in terms of flavor experiences (we’ve all had slices of watermelon). Then again, we find ourselves gulping this product and wanting more, so there’s clearly something about it that is very appealing and broad in its potential reach. Visually, the 12 oz. PET bottle is definitely identifiable as watermelon juice. More importantly, it is an appealing and palate-whetting design that certainly exudes “summertime refreshment.” Shortening the name to WTRMLN WTR definitely adds to the coolness and intrigue of the product, but we’d like to see better use of the front panel (there isn’t really a focal point as the upper and lower text snippets compete for the eye). In addition, we definitely see potential challenges in calling the product “watermelon water,” both in terms of it being a name they can own and the potential for pigeonholing it. But don’t take that stuff the wrong way -- the product is, especially for something that’s fresh out of the gate, very well-composed and extremely enjoyable. Overall, a great start for WTRMLN WTR.