Posted: Nov 19, 2013 at 10:32 AM
(Last Updated: Jul 16, 2014 at 2:03 PM)
FLUROwater’s Macoun Apple is a five-calorie per serving vitamin-enhanced water beverage. It’s sweetened with stevia, but only very lightly, so the both the sweetness and the associated aftertaste are pretty minimal. As for the apple flavor, it’s pleasant, but could be better. And calling it macoun apple seems like a bad idea -- it draws too much attention to what is simply flavoring. Functionally, the product contains a host of vitamins and 3g of fiber. While this is all well and good, it’s not clear how this product is better than other products that are fortified with nutrients. Drinking your vitamins is a fine pitch, but it’s not one that has worked out overly well in practice for most startup companies. Some of that goes back to the flavor, which, despite being pleasant, isn’t standout such that you’d actively seek out this product for taste alone. So that brings us to the packaging, which is a fully wrapped 16 oz. stock bottle. There’s something overtly functional looking about the design that doesn’t quite sit right with us. The name “Fluro” makes us think of “fluoride” for some reason, while the wave of water that runs down the side and the logo feel a bit impersonal and generic. If the company could somehow make the design softer -- and maybe fun or more personal -- we think the product would be in a better place. Taking it a step further, a contour bottle or one that isn’t fully wrapped (it’s always nice to see that the product is clear) would be very nice. Overall, there are definitely some good parts to this product, but we think the company needs to build a more compelling case as to why a consumer should grab it from the cooler.