Review: Fizzy Fox Sparkling Shrub

Posted: Aug 06, 2018 at 5:03 PM (Last Updated: Aug 06, 2018 at 7:12 PM)

Covers Products: Carrot Ginger Turmeric, Pineapple Mint, Berry Cinnamon

Fizzy Fox is an upstart line of sparkling shrub drinks that are currently available in three flavors: Pineapple Mint, Berry Cinnamon, and Carrot Ginger Turmeric.

Now, there’s a lot of stuff happening on both the shrub and apple cider vinegar (ACV) fronts (ACV is the key ingredient in a shrub), so Fizzy Fox’s timing is certainly on point. We’d say the same for the brand’s approach to formulation. The list of ingredients is clean and simple: Water, ACV, salt, spices, and fruit juices or purees are the only things you’ll see.

The products are packaged in a small, 8 oz. glass bottle, which certainly helps this product on the Nutrition Facts panel. The drinks have between 30 and 50 calories per bottle and a modest 5-8 g of sugars. This certainly puts it in a range where it’s certainly going to be perceived as being on the lower end of the spectrum.

From a taste perspective, they’ve done some really nice work. The Pineapple Mint is the lightest of the bunch and we absolutely love the freshness that the pineapple and mint create. It’s an almost “crushable” flavor and one of the best ACV drinks that we’ve tasted. Next is the Carrot Ginger Turmeric, which has a bright flavor thanks to fresh tasting carrot and turmeric. We’d love to see the ginger dialed up a bit, but otherwise it’s spot on. Lastly, there’s Berry Cinnamon, which has both the darkest colored liquid and the fullest body. While we like the blackberry and cinnamon flavors, we prefer the lighter formulations of the other two.

Moving on to the branding, we really like the Fizzy Fox brand. It’s approachable and memorable, which are great attributes for any beverage brand.  We also like the playfulness of the execution, which features a clear label and a one color illustrated design.

However, drinking from this glass bottle, which has a very small opening and was clearly not intended for beverage applications, is a bit clunky. We’d love to see Fizzy Fox consider other options. Our gut feel is that a slightly larger package (e.g. a 12 oz. slim can) would fare better in the long run.

Overall, Fizzy Fox Sparkling Shrub is a well-executed product that could definitely serve both as a nice entry point for consumers who are new to the shrub concept as well as those who are indoctrinated and are seeking something that’s gulpable rather than sippable.


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