Flow Beverage is launching a new sparkling water product to stand out in the market as a healthy option, and highlight its sustainability efforts.

The Sparkling Mineral Spring Water product will be available in aluminum bottles with a range of zero-sugar and zero-calory eco-friendly flavours including blackberry and hibiscus, lemon and ginger, and cucumber and mint. The product highlights the brand as the purest water source with natural alkalinity, essential minerals, electrolytes and the perfect carbonation level for a refreshing drinking experience.

Nicholas Reichenbach, founder and CEO of Flow, tells strategy that the launch responds to the rapid growth of the category in North America. Reichenbach says that the product not only meets growing consumer demand for healthier drinks, but also expands the versatility of Flow’s offering and positions the brand strongly within the premium segment amid a competitive space.

The product introduction marks an important milestone in Flow’s co-packaging business, Reichenbach adds. It’s the first time the brand has launched a product in a package that uses 30% less aluminum than standard formats and requires 60% less energy to produce than traditional cans and bottles.

“This ties into Flow’s overall commitment to operating carbon neutral and reducing emissions across our supply chain,” Reichenbach says.

The company identified its target consumer as women between the ages of 18 and 30 who are social, like to go out with friends, and who care about their health and wellness. It’s important for Flow to reach this consumer, Reichenbach says, because they can influence others and are often aware of trends in culture, wellness and health.

“If we can continue to win in her heart and mind, we will have a brand advocate who will continue to push the relevance of our brand forward,” he says.

Flow will unveil the mineral water at the Toronto International Film Festival (TIFF) in September, as part of a two-year partnership that made the brand an official partner of the event. Visitors will be able to see the new product at various activations on Festival Street, in all official TIFF screening rooms, as well as at other related events. Flow worked with NKPR as the AOR.

The new sparkling water is set to become a permanent product in the brand’s portfolio. It will debut in stores in Canada in October this year, followed by a U.S. launch.