The parent company of coconut water brand Vita Coco has launched a new aluminium canned water as it responds to consumer concerns surrounding plastic packaging.
All Market Inc (AMI) said it is introducing the Ever & Ever range “as a catalyst for change in the water aisle” and to offer shoppers the opportunity to purchase single-use waters “that won’t harm the environment”.
According to AMI, 91% of plastic waste has never been recycled, while 75% of aluminium ever produced is still in use today. Euromonitor research suggests that 1 million single-use plastic bottles are sold every minute around the world.
Available in still and sparkling variants, Ever & Ever is described as “a reverse osmosis water from infinitely renewable sources with added electrolytes for balance”.
The drinks are sold in 16oz Alumi Tek bottles from Ball Corporation for $1.99 each and in 12-packs for $23.99. They are now available in the US at Walmart and Amazon.
“We are in the business of selling beverages in single-use packaging, and our team shares a passionate commitment to finding ways to neutralise our impact on the environment,” said Mike Kirban, CEO of AMI.
“As an agile, independent company, we know AMI is uniquely positioned to help address this issue, and we are so proud and eager to get this environmentally friendly water brand in the hands of our consumers.”
AMI chief marketing officer Jane Prior added: “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 aluminium 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. It’s been a sprint, but we’re excited to see Ever & Ever on store shelves around the US.”
Last year, AMI entered the natural energy drinks category with the purchase of Runa. Founded in 2012, US-based Runa sells organic drinks made from guayusa leaves, a plant native to the Amazon rainforest.
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