Boxed water: Drinks Cubed launches mineral water in SIG’s recyclable combidome carton

03 Oct 2019 --- UK start-up Drinks Cubed has launched a premium mineral water, Water Cubed, in SIG’s combidome carton bottle in a bid to be the lowest carbon footprint drinks brand by 2022. The carton is fully recyclable, primarily made from Forest Stewardship Council-certified paperboard, and provides the best CO2 performance compared to other beverage packaging solutions on the market, according to SIG. The product caters to the demands of modern eco-conscious consumers while offering a high level of convenience and differentiation, the company says.

“We know that consumers around the world are seeking more natural and ethically-produced products, which is why we believe in providing products that are good for the mind, body and planet,” says Ravinder Sandhu, Co-Founder of Drinks Cubed. “Choosing the carton bottle for our new Water Cubed was a natural choice – offering consumers responsible product packaging that is innovative within the premium mineral water market.”

Water Cubed also uses SIG’s signature packaging material, meaning most of the used polymers are linked to wood-based renewable materials through a process called mass balancing. There is also an ultra-thin aluminum foil certified to the Aluminium Stewardship Initiative standard.

SIG notes that the unique carton bottle enables the product to stand out on retail shelves while guaranteeing a smooth pouring action and making drinking straight out of the carton easy.

“Our cooperation with start-up brand Drinks Cubed supports our longer terms goals of giving more to society and the environment than we take out, and always acting sustainably and responsibly. The launch is an innovative water product in a sustainably-driven packaging solution that will make a real difference for both consumers and the planet,” says Norman Gierow, Head of Marketing Europe at SIG.

Drinks Cubed aims to lower its carbon footprint by using plant-based and responsible materials. It also intends to support efficient transport and distribution to reduce emissions even further – which is crucial as the water is sourced from Lower Saxony, Germany. The brand also plans to help reduce the use of single-use plastics by actively encouraging consumers to choose products with packaging offering environmental benefits and to recycle them.Unflavored bottled water faces challenges related to environmental concerns, stringent regulations and the availability of tap water at a lower cost.

SIG highlights that the packaging properties are an ideal fit for the growing water and near-water trend with consumers seeking tasty and healthy refreshment even when on the move.

Tapping into the on-the-go trend, UK-based Life Water launched a sparkling version of its natural spring water in a matte black aluminum can last month. It sports a black colored shell and tab produced by Ardagh. 

However, global unflavored bottled water’s NPD growth is lower than that of the soft drinks category, according to Innova Market insights. This is due to rising environmental concerns owing to the usage of plastics, stringent regulations, chemical additives, availability of tap water at a lower cost and competition from flavored waters. However, eco-friendly packaging, functional waters with vitamins, low sodium claims, launches targeting kids and portable packaging are likely to boost the growth.

Last month, Central and Eastern European food manufacturer Maspex reinvented its natural Tymbark fruit juice range with SIG’s combidome carton packaging. The move marks a first for the Polish market. 

Earlier this year, SIG also invested €180 million (US$200 million) in a second production plant in Suzhou, China. With capacity utilization at the first plant reportedly “high and rising,” the second plant will help to facilitate the increasing demand for aseptic cartons across the Asia-Pacific region.

By Katherine Durrell