檸檬

2022年10月19日

Shrubbly覆蓋產品:檸檬+生薑+ Aronia貝瑞,石榴+ Aronia貝瑞Shrubbly是蘇打水的線與灌木——增強蘋果醋和水果的混合物。產品線目前有兩個12盎司sku: 5-calorie,不添加糖檸檬+生薑+ Aronia貝瑞和25-calorie石榴+ Aronia貝瑞,含有6克糖。這兩個產品有一個非常幹淨的成分列表。檸檬+生薑+ Aronia漿果是用碳酸水,Aronia汁、蘋果醋、檸檬汁、薑汁和(總5%果汁),而石榴+ Aronia貝瑞是由蘇打水,Aronia漿果果汁、蘋果醋、蜂蜜、石榴汁濃縮果汁(共4%),和小豆蔻。飲料有光和清爽的味道。檸檬+生薑+ Aronia漿果種類極其淡定;雖然你肯定可以品嚐蘋果醋,很幹燥。由於蜂蜜,石榴+ Aronia漿果一點甜味,略酸的口味。有一些不錯的唐來自蘋果醋,但它絕對是比一個完整的力量更微妙的灌木或蘋果醋飲料。Shrubbly無疑交付的創建一個飲料公司和超級幹淨的標簽和分化的口味。 However, we think the product offering would be stronger and more cohesive if the two SKUs were consistent in sweetness and calories. We think there’s a path forward with either zero-sugar added or 5 grams from honey; if they chose a single direction, we think it would be easier to expand the product line. On the outside, both Shrubbly’s flavors feature a glossy shrink sleeve label with a dark blue background. The Shrubbly logo, which features an easy to read sans-serif font, catches the eye right away. Beneath it, the tagline “Bubbly Superdrink” sits atop some fruit images that are meant to call out the key fruit ingredients. Also in this area is a callout for “Farmer Owned,” wrapped around the USDA Organic sea. Finally, at the bottom of the can you’ll find several lines of text that describe the liquid. The first line states the flavor name in a sans serif font, which is fine although we think the flavor names should be simplified (“Lemon + Ginger + Aronia Berry” is a bit much). The second line switches to a script font and says “with Apple Cider Vinegar” while the third line, which says “+ Sparkling Water” switches back to a sans-serif font. While the overall aesthetic is well executed and visually appealing, we think the messaging and positioning of the product could use some refinement. Specifically, we’d like the flavor name and tagline to be succinct and something that complements one another. Presently, they feel like competing items and we think consumers could be confused as to whether this is a soda or sparkling water. In addition, stating the calories on the front of the can would be helpful. Overall, we like Shrubbly’s approach to using apple cider vinegar in a low calorie sparkling beverage. While there’s opportunity to improve on the messaging and, as a result, the positioning, we think that the liquid and the brand are at a good point for this early stage brand.