JUST Water takes the plunge

A water brand created by US actor, rapper and entrepreneur Jaden Smith has launched into Woolworths and 7-Eleven in a paper-based carton powered by Tetra Pak technology.

Jaden Smith, who is the son of actor Will Smith, founded the JUST Water range as a way to ease plastic bottle pollution in the ocean.

The brand was launched in 2015 in the US market, and made its foray in the UK last year. Australia is the third stop on its global expansion trail.

Smith, who visited Australia for the official launch, says, “I’ve always felt really connected to the ocean so when I learnt about the Great Pacific Garbage Patch in school, then saw first-hand that there were plastic bottles floating around in the ocean – I knew we could come up with a better option.”

JUST Water is filled and packed in Australia by Slades Beverages. Food & Drink Business sister brand PKN Packaging News was given an exclusive look behind the scenes at the facility, and spoke to the stakeholders in the project about what makes this water a “better solution”.

The Slades Beverages’ facility in Victoria is the location of the PKN-JUST Water pow-wow.

We’re joined by Andrew Pooch, MD of packaging solutions company Tetra Pak Oceania, and George Tan, director of Slades Beverages, co-packer for the product.

Dialled in from Los Angeles, where he’s overseeing the promotion of JUST Water at Expo West, is CEO of JUST Goods, Ira Laufer.

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