Bottled water is getting an eco-friendly makeover in the race for Gen Z and Millennials. Water startups are rethinking packaging to “[transform] the nearly $20 billion American bottled-water market.” And there’s a water for everyone: Flow, which is now the official water of Goop, comes in a 100% recyclable carton, while Liquid Death comes in a tallboy aluminum can. Water is young consumers’ top beverage choice, and they’re increasingly wary of plastic waste, so it makes sense that the industry would race to meet their desires. (Fast Company)
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