Sometimes it really is what’s on the outside that matters.
Several bottled water brands at the National Association of Convenience Stores show this week were focused on new innovations in pack size and format as consumers embrace sustainability and healthier lifestyles.
Primo Brands, the multi-billion dollar water category leader, sampled new reusable aluminum bottles for its Ozarka and The Mountain Valley regional brands – completing a packaging innovation line it first launched last year with four of its other regional offerings.
Giro Constantine, regional growth manager for Primo in the Midwest region, said there was a delay in launching Ozarka in the 25 oz. aluminum format due to capacity restraints, but with production now extended the sustainable offerings are rolling out in the new year.
The Mountain Valley brand, known for being packaged in glass, has already launched its aluminum bottles in Walmart and Amazon online.
The company also showcased new smaller sized 16 oz. Pure Life bottle water bottles for kids featuring Marvel’s Avengers characters.
Constantine suggested that the reusable aluminum format – popularized by brands such as PATH and Proud Source – has established itself as “a real trend.”
PATH, which also exhibited at the show, is continuing to lean into unique visual designs for its product. A representative for the brand at its booth said the company’s American flag bottles will be a major push next year as the country celebrates its 250th anniversary.
Outside of aluminum, pack size is also making a splash. Eternal Water launched a new 800 mL bottle intended for the convenience channel at the show. According to CEO Karim Mashouf, the bottle is designed to fit in the 20 oz. bottle glides in c-stores, suggesting the format will help the brand compete more directly against products like Smartwater in convenience, while its existing 1 Liter product will be focused on the grocery channel.
“The whole idea and the premise behind the 800 was to give the consumer what they want, from a cup holder standpoint, and give the convenience store owner what they want from a glide standpoint,” Mashouf said. “If they have to lose a facing, they lose dollars, and that’s how they look at their category.”
Eternal Water’s business has grown significantly in the past five years, with over 120 full time members on its sales team and the total company now above 250 employees, Mashouf said.
While the brand is innovating around larger single-serve formats, it’s also going harder on its largest offering: a 2.5 liter jug.
Though it initially was an unexpected success, Mashouf said the jug has become the brand’s top-selling SKU in c-stores as construction workers, truck drivers and other blue collar workers will routinely purchase the product for long work days. In hotter climates, such as Arizona, some stores have even begun freezing the jugs so consumers can allow the water to melt and stay cold all day long.
“People want to buy more, and we’ve created the first, I think, premium one-a-day [water],” he said, suggesting the large size gives consumers a health goal to finish the entire bottle each day.
“I made it for grocery – anybody who tells you they know exactly what the consumer wants they’re lying,” Mashouf said.