Product Spotlight: Carbonating fruit

The package is clear so you can see the fruit. “All natural 100 percent fruit” is called out on the front. The lid suggests this product is for kids (and kids at heart) and speaks of “bubbly grapes bursting with flavor.” The package has a pull-top lid under the plastic lid, which can leave sharp edges — although the package does warn the user, and the company already is planning a package redesign to eliminate it.

The romance of carbonated fruit is evident. It’s “a celebration … bubbly fresh fruit that dances on your tongue and pops with flavor,” the package says. “Refreshing fun, natural nourishment … smiles guaranteed.”

Aroma, flavor and texture are critical to the perception of quality of fruit and refreshing beverages. The group of consumers (kids and young adults) for which it appears targeted split into two groups as they tasted the product. The group that loves fruit perceived this product to be artificially flavored or “off.” They did not like the product, feeling someone had messed around with their fruit.

The reluctant fruit group thought this product was fun, playing with the grapes and the tingling of the carbonation in their mouths. Adults remarked this was like “pop rocks” in your mouth. They perceived it was sweet and very refreshing, and maybe odd.

However, some noticed it was a little sticky and messy like real fruit, with some juice pouring out. This makes it hard to eat Fizzy Fruit around computers, TV or on the go. If you did not eat the product in one sitting, but used the container to carry it with you, by the end of the day the carbonation was gone and the fruit was beginning to taste spoiled.

Does the product deliver?

The brand promises you will feel happy about your snacking, that it is natural fun. But this product is polarizing. Fizzy Fruit delivers to those consumers who are not that fond of fruit. The carbonation and grape size are fun to play with and to roll around in your mouth. But for those who like fruit to be fruit, this product is “just wrong.”

How to make the idea bigger: The pop-top lid is a concern for kids. Finding a way to keep the carbonation longer also would help. Since the package is just one serving of fruit, some were concerned by the cost. The experience has to be impactful to justify the $1.99 price.

This is a new product space for fruit. It will take a while for people to determine how it fits into their lives. Long-term repeat behavior is a concern.

Rating: The product, does deliver on all the promises for those consumers willing to play with their framework of fruit. Given the difficulty of getting people to eat any fruit, this may fit for those looking for something a little different from a healthy snack.

Market Potential: Okay, but not for everyone. Carbonating something that is not a beverage is an interesting — but risky — innovation.