Dubai: Jaden Smith, American actor and music artist and son of actor and rapper Will Smith, and founder of sustain- able North American brand JUST Goods, has expressed his intention of bringing, what he called is an “innovative eco- friendly packaged water” to the UAE.
Present at the Gul- food Just Goods CEO Ira Laufer, discussed potential regional partnerships for JUST Water in the UAE, which is claimed
to be “100% pure spring water”, packaged in “paper-based bottles with plant-based caps”.
The carton packaging structure comprises 54% paper derived from renew- able trees, meaning they grow back naturally. Using renewable materials con- tributes to lowered carbon emissions.
The paper used in a JUST Water bottle comes
from forests certified by the Forest Stewardship Council (FSC). “The FSC guarantees that the paper pulp used in our bottles comes from healthy forests and strong communities,” said Laufer.
Explaining the composition of the JUST Water packaging, Laufer added, the plastic used is 28% plastic based. “The plastic in the shoulder and cap of the JUST water bottle is made mostly from sugarcane. This significantly reduces the carbon emissions by utilising a resource that grows back each year.” The packaging also utilises 3% aluminium and 15% protective plastic film. “A thin layer of aluminium foil is used to protect water from light, oxygen and other potential contamination. Both the aluminium and paper are shielded by a layer of BPA- free plastic film to protect the integrity of the bottle.”