NEW YORK, N.Y. — JUST Goods, Inc. has today launched its JUST Water brand, an eco-friendly bottled water company founded by Jaden Smith, in the UK, the first step in a major global expansion.
The launch sees the product initially stocked in 800 Boots stores nationwide and all Whole Foods Market locations in the UK and comes in response to growing consumer demand for sustainable packaged products to minimize plastic pollution.
The packaging is comprised of 82% renewable resources, made mostly of paper from sustainably managed forests and, as in the US, is 100% recyclable in communities where carton recycling is available.
In the UK, JUST contains 100% spring water, sourced from the firm’s UK bottling partner in Ballymena, Northern Ireland, and is available in a 500ml serving, priced individually at £1.29. JUST deliberately sought out a local source for spring water of the comparable quality and sustainability as in the US in order to not create the unnecessarily large carbon footprint associated with trans-Atlantic shipping.
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-recognized 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 realized 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 and Whole Foods Market 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, said: “At Boots UK, we’re committed to delivering more sustainable products for our customers and we continue to explore various innovative solutions. We’re thrilled to be introducing JUST Water to 800 of our stores, as it has strong packaging sustainability credentials, which we know will resonate strongly with our customers. The launch will be an exciting entry into the UK market, and we’re pleased to be offering it as part of our market-leading meal deal range.”
About JUST Goods, Inc.
JUST Goods, Inc. is a consumer goods company dedicated to producing responsibly sourced quality products, contained in sustainably innovative packaging. The company’s first product, JUST Water, is 100% spring water ethically sourced from Upstate New York, packaged in a bottle made of 82% renewable resources. A Certified B Corp in the US, the company’s mission to create environmental and social value along the supply chain extends to partnerships with environmental non-profits, key members of the science and innovation community, as well as university collaborations, event alliances and community projects. JUST Water is sold in North America at over 10,000 retail locations. For more information please visit http://www.justwater.com.