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The Fresh Prince goes bio-based with launch of new water bottle in 800+ UK shops.

Posted on Sep 7, 2018 4:00:00 PM

"Untitled design (95)He was immediately motivated to do something to save our planet; our future - and with that wish, JUST Water was born."

Best known for to moving with his auntie and uncle to Bel-Air, zapping aliens on a US public holiday, or welcoming us to Miami, bio-based has found an unlikely champion in Will Smith. Or to be more specific, his son Jaden. The company he founded, JUST Goods Inc., has just launched its JUST Water brand, an eco-friendly bottled water company in stores in the UK, the first step in what it plans to be a major global expansion. The launch sees the product initially stocked in 800 Boots UK stores nationwide and all Whole Foods stores. The team see the launch as a response to growing consumer demand for sustainable packaged products that minimise plastic pollution.

Produced by Tetra Pak, the packaging is comprised of 82% renewable resources (54% paper from FSC managed forests and 28% bio-based plastics – mostly sugarcane) with the rest made up on 3% aluminium and 15 % BPA-free plastic film. It is recyclable in nine out of ten UK communities where roadside or bottle bank collecting is available.

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.

The firm aims to become the most prominent, well-recognised 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

"While Jaden was surfing as a young kid, some plastic water bottles floated by him and he soon realised that they were dirtying our oceans and killing the environment. He was immediately motivated to do something to save our planet; our future - and with that wish, JUST Water was born," said JUST Goods Inc. Co-Founder Will Smith, Jaden's father.

Ira Laufer, CEO of JUST Goods, Inc. maker of JUST Water, said: "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."

Matt Graham, Senior Buying Manager – Food and Wellness at Boots UK, concluded : "At Boots UK, we're committed to delivering more sustainable products for our customers and we continue to explore various innovative solutions.”


You may also be interested in... 

Read: Meet 'For The Better Good', the NZ social enterprise making bottles from plants.

Read: Evian and Suntory continue their commitment to sustainability, developing 100% recycled bottles.

Read: Which companies have banned the use of plastic straws?

Download: Bio-Based World Quarterly issue #10. 

Visit: World Bio Markets, 1st-3rd April 2019, Amsterdam. 

World Bio Markets 2019

Topics: BBWNBrands, Plastics and Packaging, BBW featured

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About the Author

Luke Upton
Luke Upton
Luke has edited this site since its launch and previously worked for b2b media companies across industries including energy, advertising and sport. His role includes writing, editing and commissioning...read more