Posted: Jul 13, 2004 at 12:00 AM
(Last Updated: Jul 12, 2004 at 9:57 AM)
ZICO Natural is straight up coconut water (with no added sugars or flavors) packaged in an 11 oz Tetra Pak container. The flavor of this product is very unique and most likely not familiar to US consumers. To best describe it in terms that a US consumer can understand, ZICO Natural has a very mellow body that most closely resembles an extremely light almond flavor. In addition, the product has a slightly milk-like finish that has just a touch of sweetness to it. Our taste tests for this product lead us to believe that the American consumer will need some definite convincing before accepting a flavor like this. The lack of sweetness combined with the unique consistency of the product (as well as the Tetra Pak container) will create an uphill battle for ZICO's attempts to enter the US market. Our take? The design of the package is nice, but ZICO is going to have to spend a lot of money (or hope for the media to catch on) if it will ever gain mass market appeal.