Breaking News on Food & Beverage Development - North AmericaEU edition | APAC edition

News > Manufacturers

Read more breaking news



Green Sheep Water taps into demand for sustainability as a bottled water with a green conscience

By Elizabeth Crawford

Last updated on 31-May-2016 at 17:14 GMT2016-05-31T17:14:35Z

Green Sheep Water positioned as bottled water with a green conscience

Sustainability and environmentally-friendly claims are becoming increasingly influential among consumers with recent research from The Hartman Group finding almost a third of consumers always buy products based on social well-being and environmental concerns. 

In addition, research from Natural Marketing Institute recently found shoppers are 58% more likely to buy products and services when they know they are healthy or sustainable.

One company that is effectively tapping into this trend is Green Sheep Water, which puts itself out there as a bottled water with a green conscience.

“We started Green Sheep as a way to give people access to something that is convenient and healthy to drink, but with a reduced impact [on the environment]” than the current, exponential use of plastic bottles that more often than not are disposed of after a single use and are not recycled, Nicole Doucet, co-founder of Green Sheep Water, told FoodNavigator-USA at the inaugural Healthy & Natural Show in Chicago.

“A lot of people don’t know this, but there are 1,500 plastic bottles that get used every single second and only about 30% of those ever make it to a recycling bin. That means 7 out of 10 bottles end up in landfills and oceans,” she said.

Doucet acknowledged the ideal way to tackle this problem and reduce waste related to bottled water is not to create it in the first place by drinking water from the tap in a reusable container. But, she added, that is not a realistic expectation given that the bottled water category in America is growing exponentially as more people look for healthy, convenient beverages to drink on the go.

As a middle-ground alternative, therefore, Doucet and Jess Page co-founded Green Sheep as a company that could help reduce the environmental impact of plastic bottled water by using aluminum bottles instead.

“Aluminum gets recycled more efficiently and more often than plastic, glass and cartons – so it is the most sustainable option, at least in terms of packaging, right now,” she said. Specifically, the company notes on its website that aluminum is recycled more than twice as often as plastic with a recycle rate of about 67% versus 31% for plastic bottles.

Another benefit of aluminum is it is lighter than glass, which allows the firm to ship more containers per truck and reduce its emissions from transportation, Doucet said.

Increasingly popular cartons also are lightweight and offer many of the same benefits as aluminum compared to plastic or glass, but they are difficult to recycle and only about half of American communities currently have the capability to recycle them, Doucet said.

Marketing benefits of aluminum

An aluminum can also offers substantial marketing and branding benefits in that it helps Green Sheep Water standout on store shelves, Doucet said.

“We’re the only ones doing this right now. If you walk into a supermarket or grocery story and you look at the bottled water shelf, you see a lot of plastic bottles, you’ll see a couple of glass ones and you’ll see maybe one or two cartons,” Doucet said. But the aluminum bottle “grabs people’s attention very quickly and it looks like premium packaging because it’s a lot sturdier than a plastic bottle – especially now that they’ve been decreasing the plastic that goes into the bottles.”

The downside for marketing water in an aluminum bottle, however, is that most people do not expect aluminum packaging to be filled with water. Plus, because it is opaque, consumers cannot see that it is filled with water, so they can be confused, Doucet said.

The company is addressing this problem, however, by updating the packaging so that the company’s logo is smaller and the words bottled water are positioned front and center in a large font. The new packages should hit store shelves soon, according to the co-founders.

In addition to the new package, the company is negotiating nationwide distribution for this summer and is working on a line extension, about which it is very excited, Doucet said. 

As soda sales fall, kombucha rises

As soda sales fall, kombucha rises

Tumbling soda sales have opened the door to the mainstream market for a variety...

Bonafide Provisions expands bone broth's appeal with Drinkable Veggies

Bonafide Provisions expands the reach and appeal of bone broth with Drinkable Veggies

As recently as two years ago, bone broth was virtually unheard of by the...

Defining dietary fiber at the 2017 IFT show

VIDEO: Should we define dietary fiber on the basis of what it is or what it does?

Which ingredients should be classified as dietary fibers and why? Elaine Watson caught up...

Sugar Reduction: What’s next? At IFT, companies weigh in

How will added sugar labeling change the market? At IFT, companies weigh in

The controversial requirement to list added sugar on the nutrition facts panel has divided...

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

"The conversion away from partially hydrogenated oils is really an opportunity to re-engineer cakes...

Cargill R&D VP talks ‘processed’ food, EverSweet, at IFT 2017

VIDEO: Cargill R&D VP talks ‘processed’ food: ‘All food is made of chemicals’

To many consumers, ‘processed food’ is just another term for ‘junk food.’ It’s hard...

Entomo Farms talks edible insects at IFT 2017

Entomo Farms: 'We’re one of the most recognized [edible insect] brands across the world now'

Canadian bug powder supplier Entomo Farms is still doing most of its business with...

Clean meat labeling and regulation in focus at IFT 2017

VIDEO: Will we need a new regulatory framework for clean (cultured) meat?

Producing ‘clean’ meat by culturing cells – instead of raising or slaughtering animals -...

IFT 2017 green banana flour in focus

VIDEO: ‘Green banana flour has the functionality of a starch and the label of a fruit…’

One product that generated quite a buzz at the IFT show this year was...

Retail competition heats up as consumers seek more ethnic products

Competition among retailers heats up as consumers seek more diverse, ethnic products

Consumer demand for products that are authentic and ethnic is not only prompting brand...

Soup-to-Nuts podcast: The return of consumers to home kitchens

Soup-to-Nuts podcast: The opportunities & challenges of consumers' return to home kitchens

Despite continued pressure from the on-the-go lifestyles that dominate today’s culture and have fueled...

Soup-To-Nuts Podcast: Key strategies for innovation from Kraft Heinz

Soup-To-Nuts Podcast: Key strategies for innovation & renovation from Kraft Heinz

A commonly held perception of the ongoing renaissance in the food and beverage industry...

Soup-To-Nuts Podcast: What does it take to win a pitch slam?

Soup-To-Nuts Podcast: What does it take to win a pitch slam?

For time-strapped entrepreneurs who are brave enough to take the stage, competing in pitch-slams...

Soup-To-Nuts Podcast: Can duck be a dark horse of animal proteins?

Soup-To-Nuts Podcast: Can duck become the dark horse of animal proteins?

When it comes to eating meat in the US, chicken, without a doubt, is...

Soup-To-Nuts Podcast: The business case for kosher certification

Soup-To-Nuts Podcast: The business case for kosher certification

Ethical claims on food and beverages sold in the US are almost as ubiquitous...

Soup-To-Nuts Podcast: Hemp is overcoming hurdles to become superfood

Soup-To-Nuts Podcast: How hemp is overcoming hurdles to become the next superfood star

Nutrition-packed, environmentally sustainable and already notoriously well-known – although partly for the wrong reasons...

Soup-To-Nuts Podcast: Seeds emerge as superfood powerhouse

Soup-To-Nuts Podcast: Nutrient-dense seeds emerge as superfood powerhouse

Nuts and seeds in the US are finally reaching superfood status, thanks in part...

Soup-To-Nuts podcast: 3 trends driving growth in bottled water

Soup-To-Nuts podcast: Three trends driving growth in the bottled water category

After years of steady growth in the high single-digits, consumption of water in the...

Soup-To-Nuts Podcast: grain-free vs ancient grain trends

Soup-To-Nuts Podcast: Gluten free movement spawns divergent grain-free vs ancient grain trends

As the tenacious gluten-free trend continues to grow and mature into a market behemoth...

Soup-To-Nuts Podcast: Agency enforcement and litigation targets

Soup-To-Nuts Podcast: FDA & FTC move forward with enforcement even with some regulations in limbo

New regulations and draft guidances may be on hold at many federal agencies until...

Key Industry Events