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Will Smith Disrupts the Bottled Water Business

Will Smith and son Jaden Smith launched an eco-friendly bottled water company. The product will be sold in 800 UK Boots stores.

The bottle is produced by Tetra Pak and made of 82 % renewable resources: 54% is paper from FSC managed forests, 28% plant-based plastics, 3% aluminium and 15 % BPA-free plastic film.

The bottle is recyclable in nine out of ten UK communities where bottle collection is available. The cap is made from sugarcane bio-based plastic. This represents a 74% reduction in carbon emissions compared to a standard plastic bottle.

Even the Transport of the bottles seems to be sustainable:

just bottled water will smith tetra pak

The JUST water brand was launched in the US in 2015 and had a rapid growth. They will expand to Europe using the UK production site as a hub. They also plan to launch several socially and environmentally impactful products in both the beverage and non-beverage categories.

JUST Goods Inc. Co-Founder Will Smith, Jaden’s father said:

“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.”

tetra pak water bottle


  • Earlier this month, we wrote about Leonardo Dicrapio investing in bioplastics eco footwear and Elon Musk in bioplastics surf boards.
  • Celebrities seem to be surfing on the bioplastics and sustainable packaging and consumer goods wave.
  • Large chemicals companies and retailers are not always early adapters  and seem to be conservative in adopting bioplastics. This creates an opportunity for investors and celebrities to pioneer and disrupt the retail and packaging market.


fresh paper water bottle will smith