Dash Water has secured a debut listing in the UK with retailer Selfridges, as it gets set to officially unveil its range of sparkling waters made from ‘wonky’ fruit and vegetables.
The company, which FoodBev introduced consumers to in October, has a completely new packaging design introduced specially for its retail launch. Packaged in slimline aluminium cans, the drinks will initially be available in sparkling lemon and sparkling cucumber varieties.
After launching in Selfridges, Dash will add further listings with Planet Organic, Daylesford and a host of independent farm shops and delis across the UK.
Dash Water co-founders Jack Scott and Alex Wright said: “We’re passionate about offering drinks that are healthy, but also crafted in a sustainable way. We’ve had a great reception to our infusions so far; they’re a perfect fit for speciality stores and deli owners who are craving a drink with provenance and transparency.
“Our priority has been to not only create something that tastes exceptional, but also pops off the shelf and looks desirable for our target consumers.”
Dash makes the drinks by uniquely infusing sparkling spring water with misshapen and unwanted produce that would otherwise be discarded because they weren’t fit for supermarket shelves. Wright told FoodBev that between 20% and 40% of the produce grown on British farms doesn’t even make it on to consumers’ plates.
By turning the produce into drinks, the brand will go a small way to reducing the 88 million tonnes of food wasted in the European Union (EU) every year.
In August, the charity FoodCycle estimated that British consumers discard 6% of their weekly grocery shop at a cost of more than £133 a year.
But with a slightly higher shelf price than most canned beverages, Dash will be hoping that consumers buy into its sustainable proposition, with consumers generally more willing to pay extra for a brand that makes a contribution to the environment.
The drinks are free from sugar and sweeteners, and are calorie-free. They will be available for £1.29.
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