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Purple
Category: Juice: Juice Drink; Packaging: Plastic and glass
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BevNET Review:
"Purple" is actually a combination of a variety of juices, including acai, pomegranate, black cherry, cranberry, black currant, blueberry, apple, and purple plum. The result is a 10 fl oz bottle that packs a potent dose of tart and sweet flavors. Purple does deliver complex notes of discernable fruit flavor, which gives the drink an enjoyable -- albeit heavy -- flavor. Still, we're not convinced that this brand, especially in its single SKU form, has enough to keep the consumer coming back. Plus, we're not really sure what Purple offers that similar established brands, such as Frutzzo and POM Wonderful, don't already offer. Unfortunately, it's packaging doesn't help the cause, again failing to offer anything that stands out among the competition. Packaging -- both in terms of design and size -- needs to be rethought if this drink is going to have a chance. Overall, it's getting better, but Purple still needs some work.
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