Review: Hydro

Purps Hydro is a 20 oz. non-carbonated beverage that is fortified with a proprietary blend of six different purple fruits. From a flavor perspective, the product is good, but still a little rough around the edges. It starts out with a base of coconut water and has a rather lengthy list of ingredients that you’ll have to pick through to make sense of (the company has opted not to describe it or call out key ingredients on the bottle copy). Sweetened with a blend of sugar and stevia, the formulation has 20 calories per 8 ounces. We’d ultimately describe it as tasting like a coconut water sports drink with a light grape flavor and a slightly salty finish. The presentation of the product is, at least in the aesthetic sense, the product’s strongest asset. It’s unique looking, cleanly executed, and very easy to read. The problem with all of this is twofold. First, it’s not intuitive as to what the product is and the consumer is completely on their own to figure out the functional aspect, the flavor, and the purpose of the product. Second, each of these SKUs will land in a different part of the store, which will make it very hard for this line to establish itself or gain real shelf presence. Overall, we like the brand and the design, but the liquid and the messaging fall a bit flat.

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