Posted: Jan 17, 2012 at 12:00 AM
(Last Updated: May 21, 2013 at 10:06 AM)
ALO’s latest flavor, Escape, is a blend of aloe vera juice (with pulp) and added juices from sea buckthorn berry juice, pineapple juice, and guava juice. The flavor of the drink is sweet, with the aloe vera juice taking center stage. Sea buckthorn berry juice, which is super tart, appears to cut the other flavors, leaving no distinguishable pineapple or guava flavors. Still, the blend of juices is enjoyable and refreshing, with an exotic flavor profile. On the outside, ALO has created what is a light and healthy looking design, which is due, at least in part, to the lack of any ethnic elements to the brand (as are often found in competing drinks). However, at this point, we must question their naming convention, which uses conceptual words rather than flavor descriptors. While it seemed fun at first, the brand has expanded the number of flavors pretty significantly and the names are now confusing and difficult to remember. In addition, it might imply functionality, which is really not what this brand is about. This is something that we hope ALO considers as their brand continues to evolve.