Sustainability has remained a precedence for a lot of shoppers, particularly inside the beverage packaging sector. Particularly, aluminum cans are engaging to shoppers on account of comfort and recyclability.
Shelly Garg, founder and CEO of Wave Children, Scottsdale, Ariz., explains that the present canned water market has advanced from a distinct segment sustainability development to a quickly increasing class.
“As shoppers turn out to be extra aware of environmental impression, single-use plastic alternate options — notably, infinitely recyclable aluminum cans — have gained robust momentum,” Garg shares. “Canned water now represents a rising share of the premium water section, pushed by eco-friendly packaging, minimalist branding and clean-label hydration.”
Though the class is comparatively new, she notes that it’s gaining traction, pointing to Liquid Death as a powerhouse inside the section.
“This momentum reveals that canned water is right here to remain, and Wave Children is the primary such model created particularly for youngsters,” Garg says.
In the meantime, the founder states that the youngsters’ drink market has lengthy been dominated by juice, sports activities drinks, conventional sodas and now newer sodas. Different merchandise may not be made for youths, however are marketed towards them, Garg provides.
“In the present day, nonetheless, the class is remodeling,” she says. “Dad and mom are extra discerning than ever, looking for choices that align with their values: low or no sugar, clear elements and accountable packaging. Sugar drinks are being changed by better-for-you alternate options that prioritize well being and sustainability, with out sacrificing enchantment to youthful audiences.”
On the intersection of those two developments lies a singular alternative that Wave Children is proud to fulfill, Garg shares.
“Wave Children is the primary canned water model for youths,” she says. “The aim was to take away the added sugars, syrups, carbonation, plastic straws and get right down to the fundamentals. Children’ our bodies simply want water, however water hasn’t been marketed as ‘enjoyable.’ We’re right here to vary that.”
Wave Children brings children 8.4-ounce cans that match of their fingers, with crisp, cool water and enjoyable, interactive packaging that lets them know the product was designed for them, Garg describes.
“Our mission is to assist children construct higher hydration habits and supply households with a handy, enjoyable and eco-conscious hydration answer that each kids and oldsters can be ok with,” she states. “The paintings is all designed by children as properly. So, once we say that is ‘For teenagers, by children,’ we imply it.”
As each the canned water and children’ drink markets evolve, Garg notes that innovation will come not simply from taste or design, however from purpose-driven manufacturers that perceive the values of the subsequent era — and people elevating them, she provides.
Garg, who is also a mom and an FDA regulatory lawyer, says she had been pondering for some time about why children had been nonetheless being handed sugar-laden drinks at each celebration, apply and playdate.
“Water was at all times the healthiest selection, however it wasn’t offered as enjoyable or thrilling,” she notes.
In January 2025, Garg says the Wholesome Consuming Analysis convened main pediatric and diet organizations to challenge new tips reaffirming what many dad and mom already knew: plain water is the perfect beverage for youths.
“For me, these tips validated the Wave Children idea and made this the best time to launch,” she explains. “The rules underscored the urgency of providing a product that makes it straightforward and enjoyable for households to observe the science. Wave Children bridges that hole: turning the healthiest choice into essentially the most interesting one.”
A part of Wave Children’ enchantment is its interactive packaging, which incorporates color-changing cans and artwork designed by kids. Children deserve merchandise that they really feel had been made for them, the founder notes.
“We needed Wave Children to be enjoyable, partaking and interactive in a approach that may make water irresistible,” Garg says. “The colour-changing ink gives shock and delight: one design reveals hidden colours in daylight, the opposite brightens when chilled. Each spark curiosity and play.”
The paintings was created by actual children, she provides, giving the cans an authenticity and power that adults couldn’t replicate, reinforcing the model’s “For Children, By Children” promise and builds a way of possession.
“Interactive packaging turns plain water into an expertise — one which retains children coming again to hydrate,” Garg states.
A transferring mission
Wave Children’ mission consists of well being, sustainability and children’ hydration.
Water is the best choice for youngsters’s hydration, Garg notes, and by making it enjoyable, the model has helped dad and mom set up wholesome habits early.
As for the sustainability facet of the mission, Garg says the model opted for aluminum cans as a result of they’re infinity recyclable and help in decreasing plastic waste.
“The whole lot about Wave Children is designed with kids in thoughts, from the smaller 8.4-ounce serving measurement to the brilliant, foolish artwork and color-changing cans,” she shares. “At our core, we consider hydration will be each useful and joyful. Wholesome habits stick after they really feel enjoyable.”
The response from households has been phenomenal, the founder states, with dad and mom sharing that their kids truly ask for Wave Children.
“One pediatrician mother shared that her son now finishes a complete can, one thing she had struggled to get him to do with water earlier than,” Garg says. “Children love the can measurement, the ‘grown-up’ pop-top and the hidden surprises within the artwork when the can modifications coloration. Dad and mom love that their children are ingesting extra water, with out nagging.”
Wave Children is water children will truly need to drink, she provides.
The canned children’ water is at the moment out there direct-to-consumer (DTC) at Wave-Kids.com, with a near-term aim to broaden distribution to Amazon, pure grocery and retail shops, in addition to comfort channels.
“Lengthy-term, we need to be wherever children dwell, play and rejoice — at eating places, amusement parks, sports activities stadiums and main occasions through meals vehicles and different distribution,” Garg says. “In the end, when dad and mom attain for a drink for his or her children, we would like water to be the enjoyable, apparent selection.”
