Just Water

JUST Water (JUST) is a bottled water brand selling still spring water and carbonated flavored water under the "Bubbles" line. Still water is drawn from the Glens Falls watershed in the Adirondack Mountains of upstate New York and is described as naturally alkaline with a pH of 8 and naturally occurring minerals and electrolytes (calcium 17 mg/L, magnesium 4 mg/L, sodium 3.6 mg/L, potassium 0.08 mg/L, bicarbonate 68 mg/L, total electrolytes 71.68 mg/L). Water for Bubbles is sourced from an aquifer 1,200 feet below the surface in the Big Snowy Mountains of Montana, where limestone geology determines the mineral profile; that source water begins at pH 7.8 before carbonation. The company states it meets bottled water regulations in all 50 U.S. states.

Products are packaged in two formats. Still water uses a plant-based carton in which 88% of materials originate as plants — FSC-certified paper for the body and a sugarcane-derived bio-plastic for the cap, shoulder and outer layer — with the remaining 12% conventional plastic and aluminum; the company says the carton produces up to 74% less carbon emissions than a comparable plastic bottle. Bubbles is packaged in a resealable aluminum bottle, chosen because carton material cannot retain carbonation. A JUST Infused line of unsweetened, zero-calorie flavored spring water is also referenced; it previously carried organic certification but the company stepped away from it after supply shortages of organic flavor essences. Stated shelf life is 18 months for Still and 12 months for Infused and Bubbles.

JUST is a legal benefit corporation and B Corp certified, and describes itself as minority-owned. Product formats include 11.2 fl oz, 16.9 fl oz and 1 liter cartons and a 22 fl oz aluminum bottle for still water, and 16 fl oz aluminum bottles for Bubbles, sold in 12- and 24-packs.

Founding story

The brand traces its origin to founder Jaden Smith, who at age ten while learning to surf saw a plastic bottle floating in the water; the image of plastic pollution in the Pacific, reinforced by learning about floating masses of plastic waste at sea, led him to pursue an alternative to plastic water bottles. The effort became a Smith family project, and with the involvement of his father, actor Will Smith, the company launched in 2015 to address plastic pollution from water bottles.

Business model

JUST sells packaged spring water and sparkling flavored water. Distribution is both retail — via a store locator and major grocery retailers such as Whole Foods — and direct-to-consumer through its own website, including subscription plans and mix-and-match multi-pack bundles, as well as through Amazon.

Revenue comes from sales of packaged water in multi-packs. Website pricing includes $34.99 for a 24-pack of 11.2 fl oz still water, $44.99 for a 24-pack of 16.9 fl oz still water, $34.99 for a 12-pack of 1-liter cartons, $35.00 for a 12-pack of 22 fl oz aluminum bottles, and $59.98 for 24-packs of 16 fl oz Bubbles or two-flavor Bubbles bundles. The site offers one-time purchase and subscription plan options plus gift cards, with free shipping thresholds.

Traction

Retail distribution includes major retailers such as Whole Foods, alongside direct sales via the company's site and Amazon. The online store lists 49 products in its Just Water collection, of which 32 were in stock and 17 out of stock at the time of the listing.

Latest developments

The company has introduced aluminum bottle packaging for its sparkling Bubbles line alongside its cartons, and added a build-your-own bundle option letting customers combine two Bubbles flavors in a 24-pack subscription delivery. Available flavors include Strawberry, Valencia Orange, Watermelon, Cucumber, HuckleBlueberry, Original, Lime, Lemon and Coconut Mint.