In the United Kingdom, Red Star Brands is adding Just Water—Jaden Smith’s sustainable water brand—to its portfolio of available products.
Eighty-two percent of the Just Water’s packaging is renewable. It uses paper packaging from sustainably managed forests and a plastic cap made from sugarcane.
“Our job is to identify global brands that are daring to be different by challenging traditional perceptions of food and drink,” Clark McIlroy, managing director at Red Star Brands tells foodbev.com. “Plastic usage has become a hot topic in recent years, and with 6 in 10 UK shoppers looking to minimize their own plastic consumption, there is a definite demand for ethical brands like JUST Water to enter the UK market and disrupt consumer habits.”
Just Water will be available at Boots markets for £1.29.