Yuvia: Pure Coconut Water

Yuvia Pure is a not from concentrate coconut water that is made with young coconuts from Brazil. The product, which claims to not add any sugar, has a slightly sweeter and less salty flavor than what we’ve seen in other brands. However, we can’t say that this is preferable to those that add sugar, and it’s definitely not better than the high pressure processed brands that are out there (albeit at a higher price point). That said, we think that Yuvia, which is both a latecomer to the coconut water category and bears a tagline of “hydration evolution,” needs to do more if they wish to succeed. It’s definitely not clear what “evolution” the company is bringing to the category. As it stands right now, this product feels very much like one of the category’s commodity players (of which there are many) that require heavy promotion to sell well. And much like the countless Red Bull wannabes that have thrown their hat into the energy drink ring, Yuvia unfortunately lacks a compelling point of differentiation. Lastly, there’s the name, Yuvia. Compared with its primary competition, this name sounds technical and the execution of it doesn’t feel approachable or fun. Ultimately, we think that the company behind Yuvia really needs to rethink its strategy if it wishes to succeed. In its current form, we really cannot imagine this being a successful entry into the category.