Just Water Just Got Wilder

We left off last week with the excitement of Erewhon in-store demos and a wild experience in Calabasas when Jaden Smith stepped up to the demo plate and knocked it out of the park. Just like Juliano and me, he got a kick out of watching people’s reaction to the first time their taste buds changed. Nobody wakes up and thinks that’s a possibility and yet, when it happens, it’s undeniable. And seeing it up close and firsthand never gets old.

What we knew about Jaden that most people don’t is that he’s the founder of a single ingredient product that’s not only sold in 4Erewhon doors but stores nationwide. Like us, he values purity, sustainability, convenience and wellness with his brand, Just Water. What we didn't know was that he was also selling in Canada and had a distribution network already in place.

Between you and me, I’m a just as big a fan of Just Water as I am of Jaden, the entertainer. I mean, if The Pursuit of Happyness doesn’t speak to you as an entrepreneur, then it’s your world, I’m just living in it. But when it comes to Just Water, it’s as well executed as a brand can be. I’m speaking as a customer; it’s where I shop, it’s priced just right and I feel great about my buying decision every time. Through the lens of a founder’s eyes, I’m just impressed with what he’s achieved. Detractors will say it’s because the money; however, history shows us money doesn’t guarantee you anything.

When it was time for Jaden and his girlfriend to leave the miracle berry demoing to us, he left Juliano his number to set up a meeting. In the 20-30 mins he was slinging wild berries, he was convinced he had to get in on the natural flavor-enhancing business and that meant we had to think about Canada and all the doors Just Water could open for us. If all that sounds crazy, just hang with me for the rest of the story. Lord knows, if I’m lying, I’m dying.

Now for this week’s flavor test.

Shark Tank fans might remember Genius Juice helped make the coconut smoothie feel like a thing. So when I saw Trader Joe's Coconut Smoothie in the cold case I had to know what the berry would do with it. Into the cart it went.

First sip before the berry the smoothie was rich and creamy with a light natural sweetness but also a flat note that kept it from feeling like a true treat.

Then I chewed Nature's Wild Berry for 30 seconds so the pulp could coat my tongue and tried again. The next sip tasted like a melted coconut milkshake. The sweetness stepped forward, the coconut felt fuller and it turned into a dessert level drink without adding sugar. It went from healthy treat to special occasion in one sip.

If you have ideas for what I should try next add them in the comments. Trying new things never gets old and I would love your picks.

As always there is a hidden alphanumeric code in this post. Spot the odd word with a number, enter it exactly as written and save 20 percent for the next 48 hours. Thanks for riding along.

-Hank