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Jaden Smith's "ethical" Just Water brand set for UK launch

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Just, a bottled water company started by actor Jaden Smith, has launched its self-described "sustainable" brand in the UK.

Just Waters UK distributor said the brand is already having a positive impact on the environment

Just Water's UK distributor said the brand is already having a positive impact on the environment

Just Water has packaging that is 82% renewable and was initially launched in the US in 2015. The brand will roll out to Whole Foods and Boots in the UK with an SRP of GBP1.29 (US$1.65) per 50cl.

Earlier this week, Red Star Brands, which will handle Just Water's UK distribution, said the brand is well-placed to appeal to "ethical" consumers looking to lower their carbon footprint.

"Just is already having a positive impact on the environment and we are certain it will continue to drive change here in the UK," said Red Star MD Clark McIlroy.

The Just Water bottle is made from sugarcane to make the bio-plastic of the cap and shoulders of the carton, and from trees in sustainably-managed forests to create the paper that makes the carton. The water is a still spring water bottled locally in the UK. In the US, the Just Water brand includes a number of flavoured options, although the UK will only get the spring water option.

In an interview with Business Insider earlier this year, Smith, the son of actor Will Smith, said he wants to "revolutionise" the bottled water industry with his company. 

Why the drinks industry is falling behind food on sustainability matters - Sustainability Spotlight


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