The brand says its UK launch comes in response to growing consumer concern over minimizing plastic pollution.
Just Water uses packaging comprised of 82% renewable resources, mostly made of paper from FSC (Forest Stewardship Council) managed forests, and the brand says its container is recyclable in nine out of 10 UK communities where roadside or bottle bank collecting is available.
Just Water cartons
- 54% paper from FSC forests
- 28% plant-based plastic from sugarcane (bottle shoulder and cap)
- 3% aluminium and 15% protective plastic film (to protect the water from light, oxygen and contamination)
The company says it wants to become ‘the most prominent, well-recognized sustainable bottle of water in the UK’, helping provide alternatives to the default plastic bottle in the water category.
Just Water contains still spring water, sourced from the company’s UK bottling partner in Ballymena, Northern Ireland.
Will Smith, who is the co-founder of Just Goods and father of Just Water founder Jaden Smith, said: “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.” (you can hear Will Smith explain more about the brand to British comedian and The Late Late Show host James Corden in last year's Carpool Karaoke video below)
Just Water, a Certified B Corp in the US, is sold in more than 10,000 retail locations in North America. In the UK it is launching in 800 Boots stores and all Whole Foods Market locations. It is available in a 500ml carton for £1.29.
Carton recycling in the UK
- Food and drink cartons are collected at the kerbside by 65% of local authorities.
- In Wales kerbside capture rate is estimated at approximately 48% (capture rate not known for England).
- There is currently one facility in the UK specifically designed to process post-consumer cartons for recycling (Sonoco/ACE UK near Halifax). Prior to its construction in 2013, cartons were exported to continental Europe for recycling.
- Carton reprocessing involves separating the plastic and aluminium in the carton from the fibre.
Source: Wrap 2017