All Market Inc. (AMI) owns coconut water brand Vita Coco and recently acquired organic energy drink brand Runa, which was its first move outside of coconut water. Now it’s partnering with non-profit Lonely Whale for the launch of Ever & Ever water.
Jane Prior, CMO at AMI, told BeverageDaily that in the last few years the company has decided to pivot into a ‘better-for-you’ portfolio of beverage brands, first stepping into the energy drink market and now value-added water.
Keeping aluminum bottles in circulation
Ever & Ever is a “reverse osmosis water from infinitely renewable sources with added electrolytes for balance.” But its main brand focus is its packaging: highlighting a shift away from single-use plastic.
Prior said that the eco-friendly packaging focus was born out of a longer term partnership with ocean health non-profit Lonely Whale. The two teamed up last year to work on broad sustainability goals, and Lonely Whale also ran a campaign against plastic straws.
AMI says it chose aluminum as Ever & Ever's ideal packaging because it is infinitely recyclable when handled correctly, unlike plastic. According to AMI, 91% of plastic waste has never been recycled, while nearly 75% of all aluminum ever produced is still in circulation.
It was also important to the teams to format the aluminum as re-closable bottles, rather than pop-top cans. They recognized that people want to be able to take their drinks on-the-go and reuse containers, especially with water.
Neutralizing environmental impact
Designing the re-closable aluminum bottles was a first for AMI, as Runa is sold in traditional cans and Vita Coco in cartons. But Prior said this made the most sense for a sustainability-focused water and will be an ‘easy switch’ for consumers.
“Tetra Pak cartons for coconut water are very important because it’s aseptically packaged which enables it to stay freshest for the longest,” she said.
However, Vita Coco is open to exploring different packaging formats in the future. Prior said that each pack material has its own merit, and AMI is committed to neutralizing its impact on the environment with all its brands and eliminating single-use waste.
Reaching the conscious consumer
A big part of Ever & Ever’s brand messaging will inform customers on the plastics crisis and how to properly dispose of recyclable materials. AMI thinks people are starting to want to make better and more sustainable choices - but don’t always know how.
“I think the consumer is still relatively uneducated when it comes to this issue, especially in the US versus in Europe,” Prior said.
“In order for [aluminum] to be infinitely recyclable and in order for it to come back, which it can do within 60 days, there is an onus on the consumer to recycle it correctly.”
AMI believes the brand can stand out from other canned waters due to the aluminum bottle format, reverse osmosis filtration methods and added electrolytes. Most canned water on the market limits on-the-go consumers without being re-closable.
Ever & Ever will be sold in 16oz Alumi Tek bottles first at retailers in New York and online. Lonely Whale will also host a pop-up Museum of Plastic in New York City on June 8 promoting the brand.
