JUST water launches 82 percent renewable bottle in UK stores

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22 Aug 2018 --- Eco-friendly bottled water brand JUST has launched in the UK across 800 Boots stores and all Whole Foods Market locations as the first step in a major global expansion. The move comes in response to growing consumer demand for sustainable packaged products to minimize plastic pollution, JUST water states. The bottle is recyclable and consists of 54 percent paper, 28 percent plant-based plastic, 3 percent aluminum and 15 percent protective plastic film. The cap is made from sugarcane.

JUST water – founded by American actor Jaden Smith – doesn’t claim to yet be the “perfect solution, but it is a step in the right direction” for a sustainable recycling model. In addition to packaging comprised of 82 percent renewable sources (mainly FSC certified paper), the company makes the bottles from flat rolls that fold into shape when filled, allowing for fewer shipments and lower energy consumption. JUST claim that with the flat roll design they can “ship 1.5 million bottles in a truck – the same number of fully-formed plastic bottles would take 13 trucks.”

Co-Founder Will Smith at the UK Boots launch

Furthermore, the bottle is recyclable in nine out of ten UK communities where roadside or bottle bank collecting is available. The bottle also has a wide neck which JUST hopes will encourage reuse of the packaging and better hydration. Consumers can also write their name on a white label on the bottle.

The bottle is made by Tetra Pak who are known for their paper-based eco-conscious solutions. JUST are the only brand using this particular Tetra Pak solution.

Entry into the UK market comes after rapid growth in the US since its 2015 launch, with JUST becoming the number one selling branded bottled water in its category at Whole Foods Market.

JUST contains still spring water, sourced from the firm's UK bottling partner in Ballymena, Northern Ireland, and is available in a 500ml serving, priced individually at £1.29 (US$1.66), or available as part of the Boots Meal Deal, which offers a main, a snack and a drink from £3.39 (US$4.37).

The firm aims to become the most prominent, well-recognized sustainable bottle of water in the UK, offering consumers an alternative to the default plastic packaging for water. Long-term JUST plans to launch a number of socially and environmentally impactful products in both the beverage and non-beverage categories.

Ira Laufer, CEO of JUST Goods, maker of JUST Water, comments: “Expanding into the UK is a key step for JUST Goods' ability to provide consumers with truly ethical bottled water and play a role in reducing the amount of plastic in the world's oceans.”

“This is a message which has resonated strongly with US consumers and we are delighted to provide UK consumers with a locally-produced product. Launching initially in Boots UK and Whole Foods stores, we are also in discussion with a wide range of retailers to ensure that as many consumers as possible are able to access a credible alternative to plastic bottled water.”

“We're proud to bring JUST Water's sustainable packaging to an increasing number of consumers globally and this is only the first in many exciting steps for the company,” Laufer says.

Matt Graham, Senior Buying Manager – Food and Wellness at Boots UK, adds: “At Boots UK, we're committed to delivering more sustainable products for our customers and we continue to explore various innovative solutions. We're thrilled to be introducing JUST Water to 800 of our stores, as it has strong packaging sustainability credentials, which we know will resonate strongly with our customers. The launch will be an exciting entry into the UK market, and we're pleased to be offering it as part of our market-leading meal deal range.”

By Joshua Poole

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