The IceBox is here

06/14/2010

How an H2O entrepreneur sees the future in cartons

In 2007 US-based water company Glacia decided to launch its own water brand in Elopak’s Pure-Pak® cartons in response to the rising consumer demand for more environmentally sound packaging.

Steven Weymer is the founder of Glacia IceBox, which has been producing private label products for over a decade. Steven says, “Our focus was simple – the water source had to be impeccable and the packaging had to address the concerns associated with the current bottling practices. There has been much frantic debate in the world’s media about the environmental impact of the plastic beverage bottle.”

This spearheaded the entrepreneur in the direction of Norway for both source and packaging solutions. “After much research, the Rustad Spring in Norway was selected in 2007 and has since supplied Glacia with its ‘grab and go’ icebox water, using 500ml and 1 liter Elopak cartons. Steven adds, “The Rustad Spring provides us with soft, sweet, crystal clear water that has an unusually well balanced mineral profile.”

Facts:
The Rustad Spring is located near Elverum, Norway in a perfect geological area with the best layering of clay, coal, limestone and sand. The water fell to earth as rain over 100 years ago. It has taken the time since for the water to percolate through these various layers where it is filtered, cleansed and enriched with minerals before it reaches the subterranean spring at the depth of 105 meters. The water is pumped directly from the spring and is never in contact with the surrounding air.

Glacia started looking for the right package in 2007 and selected Elopak to produce the IceBox in 2008. Steve explains, “Elopak cartons have the correct shape for ease of use and no liquid contamination issues with the packaging (as water is very sensitive). Coupled with this, Elopak has a demonstrable commitment to the environment which made our choice easy.”

Elopak began working with Glacia’s production partner, Harald Hanssen, in Norway in 2008 and the first products became available in January 2009. The pure arctic spring water is currently distributed in the IceBox—1 liter and 500ml Pure-Pak® cartons - throughout the US and the company has answered many enquiries from Europe and Asia.

Glacia reports,“Consumer response has been tremendous, but there is always an education curve. The fact we currently import the water from Norway presents an environmental issue, but we feel that the sustainability of the packaging more than compensates in reduced carbon footprint. We have a fully developed bottled water culture in the US and people want to retain portability and convenience. It is interesting to observe how the consumer wants to reduce their personal carbon footprint and include this practice into their daily routine. IceBox is an easy way to do this without sacrifice.

“We intend to make IceBox a household name. We have an exceptional opportunity being first to market with a package concept described by consumers as ‘revolutionary and innovative’. We believe the future is cartons. And as the Elopak product has a carbon footprint 76% less than a plastic bottle, is 100% recyclable, and creates a reduction of landfill refuse by 97% our package adds to the growth potential,” concludes Steven Weymer.

For more information go to www.iceboxwater.comor contact info@iceboxwater.com.

For more information about Elopak’s environmental work take contact with Environmental Director Sveinar Kildal at Group Headquarters in Norway; sveinar.kildal@elopak.no