The three flavours in the range include ‘dash of orange and peach’, ‘dash of strawberry’, and ‘dash of lemon and lime’. All four waters are boxed at source at the Water in a Box Spring in Somerset’s Mendip Hills.
Aimed at on the go consumption, the drinks are packed in 330ml cartons with a re-closable cap.
Vivid Water owner John Lee said: “We are really excited about the launch of Water in a Box. We’ve been working on this project for two and a half years. There is nothing like it in the flavoured water market – it is a totally new concept that we know today’s busy water drinkers with an environmental conscious will love.
“We looked at the category and wanted to add value and provide differentiation, and Tesco identified with this opportunity. Water in cartons might be unusual in the UK, but when we presented the concept to consumers they really engaged with it. The paper board used to make our cartons is recyclable, naturally renewable, and sourced from responsibly managed forests. It is eco-conscious spring water that will allow people to quench their thirst more responsibly. Our plans are to roll out and to introduce the range to the wider trade market from January 2014.”
Gavin Landeg, UK & Ireland environment manager at Tetra Pak, said: “We are delighted Water in a Box has chosen Tetra Pak for their unique range. For me the products represent a fantastic model for sustainable development, with the water being sourced and packed in the UK in cartons predominantly produced from recyclable, low carbon, renewable and Forest Stewardship Council (FSC) certified paperboard.”
Source: Vivid Water/Tetra Pak
Correction: Reference to this being the first water in the UK to be packed in Tetra Pak removed.
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