A renewable paper-based bottle with a cap made from non-food grade sugarcane may soon be launched in the Australian market.
From JUST Water, the Tetra Top package, designed and produced by Tetra Pak, is a recyclable beverage carton bottle shaped like a typical water bottle.
The difference is, more than half the carton is made from paper, while the cap and shoulder is made from non-food grade sugar cane which is fully recyclable.
JUST Water CEO Ira Laufer spoke to PKN while he was visiting Australia this week, and shared plans about expanding into the Australian market in the near future.
PKN: Tell us where the idea for the bottle originated.
The idea for a more sustainable option came from the Smith family, triggered by Jaden Smith. At age 11 he went out surfing in an ocean littered with plastic water bottles. He then wanted to rethink the way we source, deliver, and consume everyday products for improved environmental and community impact.
JUST was formed with the backing of his family and a group of high-profile investors to drive social and environmental impact through business. JUST Water is our first initiative.
The source of the water and packaging, plus a ‘give back’ component, were important factors for us. JUST Water is 100 per cent spring water from the Glens Falls watershed, at the base of the Adirondack Mountains in New York.
The container is comprised of 82 per cent renewable materials – paper and non-food grade sugarcane. The water is packaged in a paper-based bottle, meaning it is made from renewable resources that can be regrown naturally. The bottle is made up of 54 per cent paper from Certified Forests, 28 per cent plant-based plastic, 15 per cent traditional plastic, and three per cent aluminum. The bottle is also 100 per cent recyclable.
We launched JUST Water and shipped our first bottle in the US three years ago in 2015, however, JUST was formed eight years ago. Last year, we made a decision to expand globally. We are launching in the UK this August, and it will be the hub for the European market.
PKN: Where does the company see itself growing here, and what can the Tetra Top carton bottle offer Australian consumers?
The Australian expansion is next, assuming we can replicate the same model of ethically sourced water and packaging. We are doing something that doesn’t currently exist, so we are trying to change or rethink how consumer goods are created and obviously we are doing it through a bottle of water which is a necessity.
We understand that education is key to the success of the brand. We believe, and we have seen it in US, with the movement towards more conscious purchasing, awareness, a more sustainable lifestyle, green labels, less sugar and better, healthy lifestyles overall, consumers are willing to spend a little bit more to do better for the environment. Our mission is to find a local reputable trusted spring water source that would meet the JUST criteria, and we would be keen to partner with to bring a sustainable alternative to the market.
