Essentia Water, an innovator of the bottled functional water category in the United States, has been named the official bottled water for Jetflow hydration packs, company officials say. Both Essentia and Jetflow use recyclable materials in their products, and are advocates of clean and proper hydration.
Essentia’s Bisphenol A (BPA)-free polyethylene terephthalate bottles (PET-1) are free of any plasticizers or added stabilizers and can be recycled at almost any recycling facility in the United States. Recycled PET bottles are used to make many new products, including fabric for T-shirts, long underwear and athletic shoes, as well as fiber for sleeping bags and winter coats.
Jetflow offers a unique hydration system that uses a water bottle in place of a non-recyclable, soft-sided polyurethane bladder, which often leaks, can be difficult to clean and is expensive to replace. As a part of the partnership, consumers who purchase a Jetflow Tomahawk hydration pack online receive a bottle of Essentia, coupons for future Essentia purchases and information about hydration.
“Jetflow shares our values when it comes to the importance of clean and proper hydration innovation,” says Ken Uptain, Essentia’s president and CEO. “Our partnership is a great opportunity for Essentia to communicate our brand’s unique offering to outdoor enthusiasts regarding the availability of hydration products.”
According to Andrew Peterson, Jetflow’s president and CEO, more than 5 million non-recyclable hydration bladders are purchased every year. “Because these bladders do not have a recycle stream, they are discarded and end up in landfills,” says Peterson. “Through our partnership with Essentia, we will educate consumers about the importance of hydration during outdoor recreation and the long-term environmental effects of their purchase decisions.”
In June, Essentia partnered with Jetflow for its Super Summer Hydration Giveaway, a 50-day online promotion hosted on Essentia’s Facebook page. The promotion that ended on August 9, attracted thousands of entrants, resulted in millions of impressions and more than doubled Essentia’s Facebook community.
Essentia is on track to book its 10th consecutive year of double-digit growth, with a 49% increase in revenue year-to-date, officials add. In the second quarter of 2013, the brand experienced rapid growth in both the grocery and natural channels. These gains were driven by velocity and the introduction of its multipacks.