Red Star Brands has added sustainable water brand JUST Water to its UK soft drinks portfolio.
With 82% renewable packaging, the brand’s entry into the UK market follows rapid growth in the US.
The JUST Water bottle and cap is made from sugarcane and paper from sustainably managed forests is used to make the 500ml carton. The drink itself contains still spring water from a sustainable source and is bottled locally in the UK.
Clark McIlroy, managing director at Red Star Brands, said: “Our job is to identify global brands that are daring to be different by challenging traditional perceptions of food and drink. Plastic usage has become a hot topic in recent years, and with 6 in 10 UK shoppers looking to minimise their own plastic consumption, there is a definite demand for ethical brands like JUST Water to enter the UK market and disrupt consumer habits.”
“At the end of 2017 the soft drinks industry had a watershed moment when the water category overtook cola for the first time; this trend is continuing to boom but more and more consumers are also demanding brands that enable them to make a difference, and JUST Water is very well placed to appeal to those ethical consumers in the UK. Just is already having a positive impact on the environment and we are certain it will continue to drive change here in the UK.”
The JUST Water brand was created by Jaden Smith, son of Hollywood actor Will Smith. The drink is priced at £1.29 and will be available to independent retailers later this year. The product is available now in Boots and Whole Foods.