Posted: Nov 15, 2015 at 10:59 AM
(Last Updated: Nov 19, 2015 at 1:28 PM)
Compared with its mint and cucumber-flavored counterpart, this variety of Alova has a more pronounced aloe vera flavor. It’s still made with 15 percent aloe vera juice, but the grapefruit flavor doesn’t mask it as well as the mint flavor did. This isn’t necessarily a bad thing -- we actually do like the aloe vera as well as how it mixes with the added grapefruit flavoring. Plus, for a 60-calorie beverage (with 16g of sugar from added cane sugar) it really has a lot of flavor. However, it’s hard to really think of this as an “infused water." It seems to be more in line with the premium CSD category. From our perspective, that’s a better place to play anyway, both in terms of margin and competition. The only thing that’s really missing is the branding, which, in its current form, feels too plain to really catch the eye. Putting a background on the label and trying to take it a bit more upscale would be the approach that we’d suggest. Furthermore, we’d make the aloe vera feel like an added benefit as opposed to a reason for being (it undermines the perception of the flavor). Overall, this is a really tasty product, and we think there’s some potential if they refocus and refine.