Industry News 10/9/2014

B$Z: Stop Drinking and Tossing--Take an Empty Fred Water Flask with you Everywhere

Fred Water today announced that as a result of its core mission to rid the world of sugar over-consumption responsible for critical levels of ‘adult onset’ diabetes and the obesity epidemic in children globally, it is offering its pocket-friendly water flask empty for filling and refilling from free water sources. As a natural progression of its 100 percent commitment to getting more water in more people and promoting its positive effects on the body, the company is selling its sturdy and refillable pocket-friendly flasks full and now empty at

With the popularity of its water flasks at an all-time high, the company wanted to make an even bigger impact on its core mission: shifting consumers off sugar and onto water, and reducing its impact on the environment.  As a result, the company decided to sell its refillable flask empty, and remind consumers again that while Fred Natural Spring Water is delicious and good for the body, refilling with free water hydrates you just the same. 

The established bottled water business model relies on consumers “drinking and tossing” and so the industry made a double-take when Fred backed all water by announcing its solution to the environmental problem with plastic bottles – refilling the bottles again and again from free water sources.  Selling empty water flasks is another step backing Fred’s mission-driven business model geared around making water easier to carry and cooler to drink.  This makes the brand the first bottled water company to sell both full and empty refillable bottles. 

“We get a lot of questions about our business model with this mission of promoting water, refilling and now Empties,” said Adam Gayner, CEO and co-founder of Fred Water. “The model for Fred Water has been and always will be to do right by the consumer, exceed their needs and desires, and the business will sustainably grow and succeed. We innovate around consumer desires and know that we’re creating affinity and tremendous brand value with Fred.”

The new option for fans of Fred Water to purchase empty and full bottles is an addition to the Fred Water tower introduced earlier this year. The reimagined old-fashioned water tower can be seen in hotel lobbies, skate parks, snow lodges, trendy cafes and high-design home use.  Hand-polished, NSF-Certified food grade stainless steel, the Tower sits more than four-and-a-half feet tall and is offered in three, four and five gallon sizes.  

Fred Water’s full flasks continue to carry velvety smooth, exceptionally pure natural spring water from the USA.  The full flasks are driving double digit revenue growth.  All Fred Water flasks are 100% refillable and recyclable.  By making water easier to carry and cooler to drink, Fred is encouraging a healthy lifestyle and helping reverse the trends of obesity and ‘adult onset’ diabetes through image and mission-driven values.