Wave: What is… Aquapax?
Launched through Portslade wholesalers Infinity Foods in 2007, Aquapax is one of the purest natural mineral waters in the world. The water stays fresh with absolute integrity, packaged in majority paper cartons, which are both reusable and wholly recyclable.
In 2009 Aquapax won the coveted QATRAH award as ‘Best Bottled Water’ and the carbon balanced brand, based at the University of Sussex, in the Innovation Centre, now sells in five countries.
The low carbon impact cartons keep the water fresh, uniquely sealed from smells, light and air in airtight and leach free conditions. The insulating paper layers help it stay cooler longer. The fact you can reuse your empty cartons is an added bonus, particularly for children to refill them at school.
Aquapax’s visually stunning pack uses a graphics style to tell the founder’s authentic story. Overlaid on an iconic, almost spiritual shade of blue, it’s a clear break from category norms, appealing to consumers with a unique, optimistic and premium feel. It’s designed to convey environmental cues in support of the brand ethos, without attempting a “green wash”.
Prior to launching Aquapax, founder Neil Tomlinson, who ‘tweets’ as ‘NeilTwaterguy’ spent five years as a director of Sussex based utility South East Water. He vocally advocates the tap “when you’re near one” and has an on pack message to ‘refill and reuse the cartons when empty’.
Frustrated with “the plethora of cheap yet ecologically devastating, poor quality bottled water peddled in oil based plastic”, he introduced a genuinely pure, premium quality natural mineral water, packaged in environmentally sensible paper cartons. Aquapax makes no attempts to seduce tap water drinkers and appeals directly to bottled water consumers with a premium product of superior quality which has a noticeably fresh mouthfeel. Aquapax also appeals to the ecologically minded who make distress water purchases from time to time.
Aquapax water is sourced from a protected mineral spring beneath a nature reserve in Germany, where the plant runs on bio-gas. Unfarmed land is better than organic land; hence a naturally low mineral balance and near perfect 7.1pH. The water contains less than 0.3mg/l of ‘nitrates’ (chemical fertilisers often found in alarming doses within bottled water) and is suitable for infants without the need for boiling.
Aquapax is widely available through quality independent minded bars, cafés and retailers across the UK and Europe, as well as from selected Waitrose and Tesco stores from just 81p each.
