The same company that's pushing the all-natural tastes of XINGtea have teamed up with the Ball Corp. to introduce a canned water. The zero-calorie Just Pure Water, created by Colorado-based New Age Beverages, comes in berry, lemon lime and orange flavors. "What we wanted to do was come out with a water that had just an essence of flavor to it, that was completely unsweetened, zero calories, zero preservatives -- and it took a while to come up with it," says Tom LeBon, CEO of New Age Beverage.
Tom and his brother, Scott, have been working on this product for two years; Tom says they wanted to market a crisp, clean water that was good for the environment. Once they came up with the formula, they began working with the Ball Corp. to create cans, rather than bottles, for the beverage, that would be better for the environment.
According to Tom, the cans are 68 percent recycled -- a higher percentage than any other beverage container. There are other advantages to aluminum packaging, he notes, including getting the contents to cool faster, and keeping them cooler longer.
"We're really trying to help the environment, but still put out an all-natural product to try to get people to drink more water," Scott says.
The 32-ounce cans became available this month at Sprouts natural grocers in Colorado and Arizona, and retail for $.99. New Age is working on getting Just Pure Water into more local stores, Scott adds.
Keep Westword Free... Since we started Westword, it has been defined as the free, independent voice of Denver, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Denver with no paywalls.