Aluminium is far easier to recycle than plastic, so it was a no-brainer that we should use it instead of bottles: Josh White, Co-founder and CEO of Cano Water

Josh White is the Co-Founder and CEO of Cano Water, the world's first canned water brand, founded in 2015. Josh has spoken extensively about his battles with ADHD and feeling different while growing up - and prides himself on embodying the brand's "Don't Bottle It" attitude. 

He is passionate about helping other entrepreneurs who want to do good but might be facing similar struggles. He has extensive experience in building, launching, and managing a successful beverage brand, growing Cano Water from a startup to a household name stocked in over 10,000 retail points across the UK, Europe, and the Middle East.

Josh White's commitment to creating impactful social and environmental change has not gone unnoticed. As a Forbes 30 Under 30 honouree, he has been recognised for his passion and dedication. His mission through Cano Water is clear: To build an easily accessible, highly recyclable product that will help save 1 billion single-use plastic water bottles from landfills by 2030.

AL Circle: Please briefly introduce Cano Water to our readers and explain what makes your product unique.

Josh White: Cano Water is a world-first invention. Put simply, Cano Water pioneered the revolutionary concept of canned water, showcasing that cans are not only infinitely better for the environment than plastic but also a trailblazing step towards sustainable hydration.

AL Circle: What inspired the founders to start Cano Water?

Josh White: We first came up with the concept while visiting a remote island in Thailand. Instead of being surrounded by beautiful scenery, we saw a sea of plastic bottles, many from recognised water brands in the UK.

We knew that there must be a better solution to the increasing problem of plastic waste, so after many late nights spent researching, we were thrilled to discover the environmental benefits of using aluminium cans instead. The rest is history!

AL Circle: Why did Cano Water choose aluminium over other materials for its packaging? Can you explain the environmental benefits of using aluminium cans over plastic bottles?

Josh White: Aluminium is far easier to recycle than plastic, so it was a no-brainer that we should be using it instead of bottles. In fact, Cano Water’s packaging is made of aluminium, including 62% recycled material, making each can infinitely recyclable – so the same aluminium could be back on shelves in as little as 60 days.

AL Circle: How does Cano Water's use of aluminium contribute to reducing carbon footprint and waste?

Josh White: By producing a sustainable canned alternative to water bottles, we are making a positive contribution to the planet by helping consumers make better choices without compromising on taste or product functionality.

We're also proud to have moved to UK production from our original source in the Austrian Alps. This relocation—which we have worked tirelessly on for many years—is a huge milestone in our sustainability journey. It has enabled us to reduce our carbon footprint by over half while still maintaining the exceptional quality and purity of the water that has become synonymous with the Cano Water name.

AL Circle: Are there any recent innovations in aluminium packaging that Cano Water is excited about?

Josh White: I'm excited about the advancements in hydro aluminium technology, which will make cans even more sustainable by reducing their carbon footprint. While aluminium is already an excellent packaging material due to its unmatched recyclability, ongoing innovation is essential. At Cano Water, we're particularly excited about recent developments like lighter-weight cans and enhanced recycling processes, which further our commitment to sustainability.

AL Circle: How have consumers responded to the switch from plastic bottles to aluminium cans? Have you noticed any changes in market trends or consumer behaviour regarding sustainable packaging?

Josh White: The reaction from consumers has been amazing. In fact, a recent survey we commissioned showed that 75% of Brits believe the world would be better without single-use plastic and over 3 in 4 (77%) agree single-use plastic should not be used when other sustainable materials are available - and this is reflected in the number of cans (over 50 million) we have sold throughout the UK to date.

However, despite people's intent to change, there is still a long way to go, with over a third (38%) of survey respondents admitting they still use single-use plastic bottles more than once a week. Our mission is to change this, and we are confident that our ever-growing list of stockists, including Tesco, Ocado and Selfridges, will make this easier.

AL Circle: What are Cano Water's long-term sustainability and environmental impact goals?

Josh White: Cano Water has significantly advanced our sustainability goals by halving our carbon footprint through the strategic move of bringing production to the UK. We are committed to continuous improvement, such as transitioning our outer packaging from shrink wrap to cardboard boxes on our 330ml cans. Additionally, we are always exploring future new product development in the aluminium space, ensuring it aligns with our brand's mission and values.

Our mission is to save 1 billion bottles from landfills by 2030, and having already sold over 50 million cans, we're well on our way to achieving that goal and making a dent in preventing plastic pollution.

AL Circle: How does Cano Water advocate for sustainability within the beverage industry? What changes would Cano Water like to see regarding packaging and environmental responsibility in the industry?

Josh White: We salute the other brands that have followed suit and put variations of their water into cans. However, this hasn't stopped their plastic production and distribution—and that is a problem.

Big-name water brands like Evian and Buxton are still rapidly producing single-use plastic water bottles to meet consumer demand for convenient drink options. Mass sporting events like Wimbledon are escalating the problem with hugely publicised brand partnerships.

For the past nine years, we have worked to disrupt the soft drinks sector, challenging customers to think twice about their on-the-go water options and demanding more from big-name brands to take responsibility for their plastic production and environmental impact. There is work to be done, but we are confident that consumers are waking up to the need to move away from plastic and to infinitely recyclable materials like aluminium that don't cost us the health of our planet.