Vita Coco to launch packaged drinking water in an recyclable aluminium bottle

Vita Coco, the beverage maker which is known for its coconut water packaged in a rectangular-shaped cardboard carton is turning to infinitely recyclable aluminium to launch its new premium packaged water brand.

The concept for the new water brand known as Ever & Ever is driven by its parent company All Market’s partnership with Lonely Whale, an incubator focused on ocean health in order to promote environmental sustainability.  All Market plans to embrace aluminium in order to cut down on the use of disposable plastic bottles which are harming the environment.

Jane Prior, chief marketing officer at All Market, told Food Dive. "For consumers who are on the go, live on the go or travel, there is not really a great sustainable option and that was the impetus behind launching the Ever & Ever brand."

The brand name represents aluminium’s inherent capability of being recycled over and over again without any loss of quality. The water will be available in a blue, white and silver bottle. The bottle will be printed with text describing the benefits of recycling and the endless possibility of a new life for the used aluminium bottle.

Ever & Ever will be available in the New York City starting in June, and online through Amazon before branching into other stores in 2020. Prior said that the brand will cater to that segment of consumers who want to make better and more sustainable choices in packaging and make an effort to create awareness about the infinite recyclability of aluminium as the bottle is scripted with a message.

It will also allow All Market to offset the single-use containers of cardboard or plastic bottles used by the company for Vita Coco, since the coconut water is sensitive to packaging, they can’t use metal there.

"When you think about a category where there are multiple options for consumers to eliminate their plastic consumption, it's definitely the water category," Prior added.