Ever & Ever packages water in aluminum cans

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Ever & Ever packages water in aluminum cans

Ever & Ever is changing up the water game.

The brand, which is owned and produced by All Market, the parent company of Vita Coco, announced the launch of the product.

"We are in the business of selling beverages in single-use packaging, and our team shares a passionate commitment to finding ways to neutralize our impact on the environment," Mike Kirban, the chief executive officer of AMI, said. "As an agile, independent company, we know AMI is uniquely positioned to help address this issue, and we are so proud and eager to get this environmentally-friendly water brand in the hands of our consumers."

Packaged in aluminum bottles, the product is easily recyclable when disposed of in a recycling bin and looks to not harm the environment, the company said.

"Consumers are increasingly aware of the negative impact of single-use plastic, yet their choices in grocery and convenience stores are limited. When recycled, an aluminum bottle can be turned into a new can in as little as 60 days, so we knew it was the most viable, sustainable alternative to single-use plastic water bottles," Jane Prior, chief marketing officer of AMI, said. "It's been a sprint, but we're excited to see Ever & Ever on store shelves around the U.S."

To share news of Ever & Ever’s launch, the brand partnered with Lonely Whale on the “Question Why You Hydrate” campaign, which looks to inspire consumers to choose sustainable alternatives to single-use plastic water bottles.

Sold in 16-oz. Alumi Trek bottles from Ball, Ever & Ever bottles retail for $1.99 each and also come in a 12-pack for $23.99.

Currently, consumers can find the product on Amazon and Walmart.com. National retail expansion will be coming in the near future, the company said.