Boxed Water Company Carves A Lucrative Niche In Packaged Water Market

Maryland-based beverage start-up Rethink Brands says it has found a lucrative niche in the $2.5 billion bottled water market by targeting health- and eco-conscious parents with zero-calorie, sugar-free flavored water in recyclable boxes. Co-founder Matthew Swanson says parents who wanted to give their kids water had to give them plastic bottles or sippy cups, but “Rethink Kids Water solves all those problems.” The Rethink Kids Water line provides a more healthful alternative to juices that contain sweeteners and other additives. Swanson says demand for the products has been strong enough for the company to double its offerings with four new flavors. The products are available in more than 10,000 stores, including CVS, Wegmans and Target.