This week’s roundup of new product reviews is all about bubbles, in the guise of modern sodas from Shonen and Spindrift, plus flavored sparkling waters from S. Pellegrino and Not Beer.
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Reentering the category that the brand started with, Spindrift’s recently launched better-for-you soda line takes a non-functional approach to the category. Made with 20% juice and no added sweeteners (32-43 calories per 12 ounce can), the product line includes Shirley Temple, Ginger Ale, Orange Cream Float, Strawberry Shortcake, and Concord Freeze.
Things that stand out:
- All five varieties are well-executed and have clean, lightly sweet flavor profiles. We especially like the Orange Cream Float and Ginger Ale.
- Very clean ingredients, 20% juice content, and low sugar / caloric content should help the product line’s overall appeal.
- Skipping out on functional ingredients feels true to the Spindrift brand and might help this brand have some longevity.
- Bright, vibrant packaging that nicely complements the look of their flavored sparkling waters and Spiked lines.
Things to consider:
- Competing products have front panel callouts for calories and/or sugar whereas these products don’t have any. Will Spindrift need to make clear that this is not a full calorie CSD?
- Some of the flavors, e.g. Strawberry Shortcake and Grapefruit Freeze, sound like the names of more intensely flavored products.
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Not Beer, which is actually just a can of sparkling flavor, recently added three flavors – Black Cherry, Lemon Lime, and Red White & Blu – to go alongside their flagship unflavored spring water SKU. All three are zero calorie, unsweetened, and packaged in 16 ounce cans.
Things that stand out:
- Flavored line extensions give this brand a bit more room to play and this seems like a good strategy.
- The Not Beer brand definitely catches the eye in an innocuous way.
- Lemon Lime and Black Cherry are very straightforward flavors that should have mainstream appeal.
Things to consider:
- It’s Not Beer, but what is it trying to be? “Never a bad time” might need a bit more context.
- Red White & Blue, which tastes like classic Bomb Pop, isn’t exactly an intuitive flavor name.
- Some visual cues to help with the flavor names could be a good thing.
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Shonen Soda is a new brand of Japanese-inspired crème sodas, packaged in 12 oz. slim cans. An AAPI-owned startup company, Shonen’s debut, three-SKU line includes Berry Lemon, Banana and Orange flavors which are full sugar (39-45 grams and 160-190 calories per can) and sweetened with high fructose corn syrup.
Things That Stand Out
- These have a strong candy-like flavor to them. The Berry Lemon in particular carries a tart, sour candy taste while the Banana is reminiscent of Runts or Laffy Taffy.
- Label design pops and grabs the eye. The coloring is clearly differentiated within the line to tell the flavors apart.
Things to Consider
- “Shonen” is a Japanese term for “boy” or “youth,” but is also largely associated with Japanese comics (or manga). The brand could do more visually to communicate the connection with Japanese culture.
- The front label has a call out for ‘no artificial colors,’ but the product does use artificial flavors.
- We’d love to try a cleaner label, lower calorie version that could compete with the better-for-you soda trend. Even a version using cane sugar instead of high fructose corn syrup could be an improvement.
Rating:
S.Pellegrino continues to diversify its product range, this time with CIAO!, a four-SKU line of fruit-flavored sparkling water in 12 oz slim cans made with juice (no added sugar) and a pinch of Sicilian sea salt.
Things We Liked
- Potent flavor with just a small amount of juice and just 10 calories
- Peach and Blood Orange flavors add some distinction amongst competitors
Things to Consider
- Still uses natural flavors, if that’s an issue
- Not the most adventurous branding
Rating: 