Plastic out, aluminum in? Makers of Vita Coco launch new aluminum canned water

05 Jun 2019 --- Ever & Ever, a new aluminum canned water brand, owned by the parent company of Vita Coco – All Market Inc. (AMI) – has been launched in a bid to disrupt the conventional water category which is dominated by single-use plastic bottles. Unlike many plastic options, Ever & Ever aluminum bottles are easily and “infinitely recyclable” when disposed of correctly in a recycling bin. Almost 75 percent of aluminum that has ever been produced is still in use today, compared to 91 percent of plastic waste having never been recycled. Yet, one million single-use plastic bottles are sold every minute around the world, the company reports.

AMI says it is introducing Ever & Ever as “a catalyst for change” in the water aisle to give consumers on-the-go the opportunity to purchase single-use waters that may have a smaller environmental impact.

“We are in the business of selling beverages in single-use packaging, and our team shares a passionate commitment to finding ways to neutralize our impact on the environment,” says Mike Kirban, CEO of AMI. “As an agile, independent company, we know AMI is uniquely positioned to help address this issue, and we are eager to get this environmentally-friendly water brand in the hands of our consumers.”

The space for innovation in the water category has become busier in recent times as the debate around single-use plastics has heated up. Aluminum cans are one packaging solution that is increasingly being used in the water space. CanO Water, for example, was created in response to the damaging impact that plastic bottles have on the environment after a trip to a remote island opened the eyes of three close friends. With approximately eight million tons of plastic ending up in the ocean each year, CanO Water is an “infinitely recyclable” alternative to plastic bottles. “Recycle your can and it will be back on the shelf in as little as six weeks,” says the company.

In a parallel development within the water category, brands sticking to plastic bottles are also increasing their sustainability profile. US water brand Poland Spring, for example, has announced that it has started to transition its packaging to recycled plastic (rPET). With this move, Poland Spring is on track to become the first major bottled water brand to reach 100 percent recycled plastic across its still water portfolio by 2022. 

Jane Prior, Chief Marketing Officer of AMI, highlights that: “Consumers are increasingly aware of the negative impact of single-use plastic, yet their choices in grocery and convenience stores are limited. When recycled, an aluminum bottle can be turned into a new can in as little as 60 days, so we knew it was the most viable, sustainable alternative to single-use plastic water bottles.”

After partnering with incubator Lonely Whale on Vita Coco’s long-term sustainability initiatives, the company identified the opportunity to launch Ever & Ever in conjunction with Lonely Whale’s Question How You Hydrate campaign. Question How You Hydrate is a new movement that empowers consumers to choose and champion sustainable alternatives to single-use plastic water bottles.

As part of the campaign, Lonely Whale, Ever & Ever and other #HydrateLike partners are launching a pop-up Museum of Plastic in New York City, US. The museum will illustrate an ocean free from plastic waste and the solutions available to everyday consumers to inspire action and make a positive impact. The Museum of Plastic is available for a limited time and will open to the public on June 8.

Ever & Ever is sold in 16-ounce aluminum Tek bottles from Ball Corporation for US$1.99 each and in 12-packs for US$23.99.