NWB Finland Oy will bring AINA Natural Water, packaged in 5-liter and 10-liter bag-in-box formats, to the 2026 ECRM Vitamin, Weight Management & Sports Nutrition Session, scheduled for September 14-17 in Palm Beach Gardens, Florida. The Finnish company aims to present retailers with a premium water product that combines a distinctive format with a straightforward sustainability message.
Unlike traditional premium waters sold primarily in individual plastic bottles, AINA uses larger-format bag-in-box packaging designed to substantially reduce plastic use. The water itself is naturally filtered groundwater from the Pudasjärvi region of Northern Finland, filtering through layers of soil, sand, and rock before being mechanically filtered and packaged. It contains approximately 32 mg/L of Total Dissolved Solids (TDS), giving it a soft, neutral taste and clean finish.
For retailers, the product offers several potential merchandising advantages. The bag-in-box format stands apart from rows of conventional bottled water, providing distinctive shelf presence. It also gives retailers a visible sustainability story to communicate: consumers can purchase a larger quantity of premium water while relying on significantly less plastic packaging. This aligns with growing consumer interest in reducing single-use plastic and can help retailers demonstrate their commitment to environmentally responsible choices without asking shoppers to sacrifice convenience or quality.
“Retailers are increasingly looking for products that give consumers a reason to choose them while also supporting the values they want their stores and brands to represent,” said Marita Weiman, Quality Assurance Manager at NWB Finland Oy. “AINA gives retailers a premium natural water with a sustainability story that is immediately visible in the packaging.”
The company believes the format itself serves as a marketing tool. “We think the best sustainability innovations are the ones consumers can understand immediately,” Weiman added. “When shoppers see AINA, the difference isn't hidden. The format itself helps tell the story, and that can be valuable for retailers as well as consumers.”
NWB Finland Oy’s ECRM participation comes as the company continues expanding AINA Natural Water into the United States, including its upcoming first U.S. consumer availability through OneLavi.com. The move signals growing interest in alternative packaging solutions for beverages, particularly as retailers and consumers seek to reduce plastic waste. For the biohacking and wellness audience, the development highlights a broader trend: premium hydration products are increasingly being evaluated not only for water quality and mineral content but also for their environmental footprint. The low TDS and natural filtration process may appeal to those who prioritize clean, minimally processed water, while the bag-in-box format addresses concerns about plastic exposure and sustainability.
For more information about AINA Natural Water, visit ainanaturalwater.fi. To learn more about NWB Finland Oy, visit nwb.fi.
