Posted: Apr 30, 2014 at 12:00 AM
(Last Updated: Apr 30, 2014 at 12:05 PM)
Pure Brazilian Coconut Water is a “raw,” high pressure processed (HPP) coconut water that is, as the name implies, produced in Brazil. Aside from “raw,” the key value proposition of what the company is selling is its belief that Brazilian coconuts produce better tasting coconut water than coconuts from other parts of the world. In our sampling, it’s certainly a very nice tasting product that’s true to what you’d get directly from a raw coconut, but it seems like it’s splitting hairs to say that this one is better than the market leader in raw coconut water, Harmless Harvest. That said, being an “all-natural” product, rather than one that is USDA Organic certified, positions it differently. Specifically, it is something that should be positioned at a lower price point and targeting a more value-conscious consumer. On the packaging front, we appreciate that the company has taken an approach that makes the product feel very much like a fresh effort. In a category where there have literally been hundreds of brands enter the market, that’s no small feat. Its packaging choice, which is a slim neck 13.5 oz. bottle that the company has fully wrapped in white, gives the product a clean and polished feeling. However, you can’t see the liquid, which could impact this product’s appeal versus the competition (at least in the “raw” space where clear space on the package is commonplace). Beyond that, we wonder if this product wouldn’t be better served by having a brandable name. As it stands right now, it seems as though you’d call the product “Pure Brazilian,” but the visual emphasis is on all four words. Adjusting the design might help make the brand feel a bit stronger. Overall, this is a great first effort and one that could certainly build a following. Definitely worth a try.