SAN FRANCISCO – Nov, 2005 – Water unlike any other is on the market with the launch of a new concept of flavored drinking water, called JivitaT. Unlike traditional flavored waters, Jivita is infused with a unique combination of Hydrosols – extracts from flowers, resins and bark – making it the first aromatheraputic water to hit the marketplace. In line with the company’s natural vision, Jivita water is bottled in nature-based NatureWorks® PLA.
Company co-founders Mary Ellen Smith and Tia Christensen embarked on a journey to create a drinking water that has a powerful aroma in addition to great taste. “Hydrosols are part of the ancient world of aromatherapy and work by subtly balancing the body, mind and spirit,” said Smith. “Unlike any bottled water on the market today, Jivita water contains nutritional benefits, as well as mental health benefits.”
“Once the development of Jivita water was complete, we sought out NatureWorks PLA for our bottle,” continued Christensen. “It was a natural fit with our product, company philosophy and our target customer base.”
Consumers in San Francisco will be the first to purchase Jivita water in NatureWorks PLA bottles when the product is introduced at Bi-Rite, Fresh Organics, Other Avenue’s and Rainbow Grocery in November 2005. In the future, the company plans to expand the availability of Jivita to retailers nationally.
In addition to the bottle, NatureWorks PLA is used for Jivita’s label. The bottle preforms are produced by Planet Friendly Products (Ouray, Colo.), and converted by Bomatic, Inc. (Ontario, Canada). The Jivita label from NatureWorks PLA is produced by All-Stick (Ontario, Canada).
“In a market as competitive as bottled water, brand owners need ways to differentiate their product at the point-of-sale,” said Brian Glasbrenner, business development manager for PLA bottles in North America. “Feedback from consumers indicates that they prefer companies that make the effort to offer a more responsible alternative to traditional plastics.”
Jivita’s introductory line of water includes four flavors: according to the company, Jivita Red enhances mental and physical awareness; Jivita Orange enhances mental and physical endurance; Jivita Green calms the body and mind; and Jivita Purple centers the body and mind.
About Jivita Waters
Located in Wailuku on the Hawaiian island of Maui, Smith and Christensen co-founded Jivita. Smith’s background as the Director of Sustainable Product Design for the footwear division of Nike, Inc., established her as a leading expert in the field of sustainability and new product development. Christensen has an extensive background in the Spa and beauty industry on all levels, including aromatherapy, marketing, event coordination and production and presentation.
About NatureWorks LLC
NatureWorks LLC is a stand-alone company wholly owned by Cargill. Dedicated to meeting the world’s needs today without compromising the earth’s ability to meet the needs of tomorrow, NatureWorks LLC is the first company to offer a family of commercially available polymers derived from 100 percent annually renewable resources with cost and performance that compete with petroleum-based packaging materials and fibers. The company applies its unique technology to the processing of natural plant sugars to create a proprietary polylactide polymer, which is marketed under the NatureWorks® PLA and Ingeo® fibers brand names. For more information about NatureWorks and its brands, please visit www.natureworksllc.com