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Truly ethical

JUST Goods Inc. Co-Founder Will Smith, Jaden's father enthuses, "While Jaden was surfing as a young kid, some plastic water bottles floated by him and he soon realised that they were dirtying our oceans and killing the environment. He was immediately motivated to do something to save our planet; our future - and with that wish, JUST Water was born."

Ira Laufer, says, "Expanding into the UK is a key step for JUST Goods' ability to provide consumers with truly ethical bottled water and play a role in reducing the amount of plastic in the world's oceans.

"This is a message which has resonated strongly with US consumers and we are delighted to provide UK consumers with a locally-produced product. Launching initially in Boots UK and Whole Foods stores, we are also in discussion with a wide range of retailers to ensure that as many consumers as possible are able to access a credible alternative to plastic bottled water.

"We're proud to bring JUST Water's sustainable packaging to an increasing number of consumers globally and this is only the first in many exciting steps for the company."

Matt Graham, Senior Buying Manager – Food and Wellness at Boots UK, shares: "At Boots UK, we're committed to delivering more sustainable products for our customers and we continue to explore various innovative solutions. We're thrilled to be introducing JUST Water to 800 of our stores, as it has strong packaging sustainability credentials, which we know will resonate strongly with our customers. The launch will be an exciting entry into the UK market, and we're pleased to be offering it as part of our market leading meal deal range."

Incremental change

Just Goods Inc.'s mission to create environmental and social value along the supply chain extends to partnerships with environmental non-profits, key members of the science and innovation community, as well as university collaborations, event alliances and community projects.

Ira Laufer concludes, “We do not see ourselves as competition to alternatives; we are incremental. If you as a consumer care about making an environmental and social impact, you should be given the opportunity in your local store.

"This is a huge initiative addressing global concerns, reaching further than a specific market, gender, or age group.”

JUST Water is available in the 800 Boots UK stores which stock its widest meal deal ranges.

*£3.99 in London and Airport stores