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Jaden Smith’s Just Water launches in Australia

Just 7-ElevenUS sustainable water company Just Water launched in Australia over the weekend, continuing its expansion to help reduce plastic pollution globally.

Founded by actor Will Smith’s son Jaden, Just Water is an eco-friendly alternative to bottled water, which contains locally sourced Australian spring water and is packaged in a fully recyclable Tetra Pak carton.

Smith found the inspiration for Just Water when he was surfing as a young child and saw plastic bottles polluting the ocean.

“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,” Smith said.

Just Water first launched in the US in 2015, then expanded into the UK last year.

“Expanding into Australia is a key step in our global mission to give people access to a truly ethical water brand which will play a role in reducing the amount of plastic in the world’s oceans,” Ira Laufer, CEO of Just Goods said.

“Our aim is to become the most prominent and recognised sustainable water in Australia by offering people an alternative to the default plastic packaging for water.”

Jaden Smith and CEO Ira Laufer lauching JUST Water in Australia_2


Just, which stands for justice, partnered with packaging giant Tetra Pak to create the paper-based carton which is made from 82 per cent renewable resources – 54 per cent of the paper is made from Forest Stewardship Counsel certified wood sources, while the cap and shoulder are made of plant-based materials from non-food grade sugar cane.

The Just Water carton is reusable and fully recyclable through the kerbside recycling and Container Deposit Scheme. The Tetra Pak packaging has also been certified by the Rainforest Alliance and includes the Australasian Recycling Label on pack.

“The enormous awareness around sustainability and the concerns that we are addressing through our product are really helping us from a media perspective and consumer awareness,” Laufer told Inside FMCG.

“Our overarching goal is to create everyday products with a social and environmental impact so we look everything we do from the supply chain to packaging to sourcing and we want to create impact all the way through the supply chain.”

Andrew Pooch, managing director, Tetra Pak Oceania, told Inside FMCG that the FMCG industry needs to take a fresh look at sustainability in packaging.

“Recycling is just one part of a package’s lifecycle but it’s more important to look at the whole lifecycle, where the raw material came from right through to when the package is disposed of. It’s easy to ignore all the energy and other materials used along the way,” Pooch said.

“The industry needs to move the debate away from narrowly talking about recycling and really start to look at the true lifecycle impact of all packaging and all the other things we do as consumers.”

Jaden Smith lauching JUST Water in Australia_3

Future plans

Laufer told Inside FMCG that the support from the Smith family has really helped the brand to grow in the states and globally.

“We’re very fortunate to have very impactful people in our ecosystem because education and awareness is key to what we do; more specifically social, if you combine Will and Jaden and others in the ecosystem we hit 200 million followers instantly.”

Long-term, Just Goods is planning to launch more socially and environmentally impactful products in both the beverage and non-beverage categories.

“We started with beverages, more specifically with water, we expanded last year into additional segments within water which is the organic and infused water and we are working on additional expansions within beverage,” Laufer told Inside FMCG.

“We are testing a few food products in the US so we are certainly going into additional categories. When they will come to Australia I’m not sure yet but it’s definitely in the works.”

Three varieties of Just Water are now available in Australia including 100% spring water and two infused options of lemon or berry. Woolworths will carry all three nationwide, while Just spring water will be available at 7-Eleven stores throughout Australia.

“As our customers continue to seek more sustainable packaging options, we know this Australian sourced Spring Water, which will be available across Woolworths supermarkets nationally, is sure to be a hit with our customers,” Justin Heffernan, Woolworths category manager said.

Just Water is available at Woolworths and 7-Eleven stores at a suggested retail price between $2.00 – $3.00.

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