UK drink maker waterdrop brings sustainable ‘microdrinks’ to the US

Dive Transient:

  • U.Okay.-based drink startup waterdrop is debuting within the U.S., in keeping with a press launch emailed to Meals Dive. The corporate sells “microdrinks” — hydrating compact sugar-free cubes that dissolve in water. It additionally sells metal, glass and bamboo bottles.
  • Made with fruit and plant-based extracts, the microdrink cubes within the U.S. are in 4 flavors: Enhance (blackcurrant, elderflower and açai), Youth (peach, ginger, ginseng and aloe), Glow (mango, cactus fruit and artichoke) and Zen (starfruit, thyme and lemongrass).
  • The corporate’s objective helps customers enhance their water consumption whereas decreasing single-use plastic bottles. About 35.7 billion tons of plastic had been created in 2018, in keeping with statistics from the U.S. Environmental Safety Company. Greater than three-quarters of this ended up in landfills. 

Dive Perception:

Bottled water stays one in every of Individuals’ favourite drinks, however growing scrutiny over packaging waste is inflicting many to take one other look its sustainability influence. Plastic bottles are the third-most frequent merchandise washing up on seashores, in keeping with the Ocean Conservancy, making them a central focus for elevated calls to chop single-use plastics. 

Launched in 2017, waterdrop claims a development charge of 400% per 12 months with greater than 200 million microdrinks bought thus far. It additionally experiences serving a million clients all through Europe via its 15 bodily retailer places and e-commerce website. Waterdrop estimates it has saved greater than 30 million plastic bottles from winding up in landfills via its microdrinks and emphasis on reusable containers. 

Now, it’s seeking to set up an omnichannel presence within the U.S. market with an e-commerce website and flagship retailer location in Miami. 

Waterdrop may very well be an enormous hit amongst U.S. customers, who are exhibiting an enormous urge for food for practical elements and clear labels. Even earlier than the COVID-19 pandemic, 65% of customers had been looking for methods to realize higher well being and wellness from their diets, in keeping with knowledge from Kerry. The pandemic has fueled customers’ curiosity in bettering their consuming plans with practical meals, too.

It’s not sufficient for elements to supply extra well being advantages, nevertheless. Customers are additionally perusing the elements label with higher curiosity, exhibiting a rising choice for clear label merchandise — with out synthetic elements, together with flavors and colours.

Sustainable packaging has develop into one other high precedence for customers, significantly as they consider the environmental footprint of their buying patterns through the pandemic. As jurisdictions might observe the lead of New York Metropolis, which is banning the sale of single-use plastic bottles on city-owned and leased properties, customers and meals producers are keen for brand spanking new choices. 

Beverage makers are experimenting with new concepts, although most of them should not going the identical route as Waterdrop, with its dissolvable cubes and reusable bottles. Soda makers Coca-Cola and PepsiCo, each of which have bottled water manufacturers of their portfolio, have piloted interactive water coolers that dispense customized taste mixtures into private ingesting bottles. PepsiCo acquired SodaStream in 2018 for customers to create at-home carbonated water in private containers.

Different manufacturers concentrating on sustainable packaging within the water section embody JUST Water, Boxed Water is Higher, Icebox Water and RETHINK Water. Every of those use some type of paper-based cartons, that are general extra sustainable, as an alternative of plastic. Different producers are placing water in aluminum cans and bottles, which customers could also be extra more likely to recycle. And Coca-Cola is rolling out plastic bottles constituted of 100% recycled materials that might be used for each soda and water manufacturers.

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