Posted: Mar 19, 2015 at 11:17 AM
(Last Updated: Mar 25, 2015 at 11:46 AM)
Velu is a beverage that’s focused on a classic ingredient for juice bars: wheatgrass. It’s one of those under-loved ingredients that is generally consumed -- many times in shot form -- purely for health purposes rather than flavor. That’s what Velu is setting out to change with its flagship product. Utilizing a mix of water, apple juice, wheatgrass and lemon juice (totaling 40 percent juice), the company has certainly succeed in creating something that’s pleasing to the palate. The product, which uses no added sweeteners beyond the apple juice, has an almost green tea-like flavor profile. There’s a subtle grassy flavor to it, but it’s not overwhelming, and the touch of lemon juice finishes things up quite nicely. The product clocks in at a very modest 60 calories and 14g of sugar per 10.5 oz. bottle. The key nutritional benefits are vitamins A, K and 25mg of chlorophyll, with vitamin C, calcium, iron, and B12 also present. Branding is a nice first effort, but we feel as though there’s still some work to be done to make this more appealing and intuitive. While the ingredients are listed on the front, it’s not really clear what the flavor or purpose of the drink is. This could be remedied by adding a simple tagline to the label. Beyond that, we feel as though the branding is a bit too technical looking at the moment. While we appreciate the thought that has gone into the name (it’s described on the back of the bottle), the current look and feel of it isn’t overly approachable. Ultimately, we really like the concept and find the liquid to be quite enjoyable, but adjusting the appearance and messaging of the product would certainly help it feel complete.