KURE wants you to forget what you know about bottled water. In their own words, “KURE Oxygen Water is scientifically formulated to be a unique fusion of natural spring water and Nano oxygen. Drinking KURE not only hydrates but boosts the body’s oxygen levels, delivering overall wellness and the vitality needed throughout the day.”
KURE also wants you to forget what you know about the bottled water industry’s typical commitments to sustainability. Very soon, all their plastic bottles will be manufactured from 100% Prevented Ocean Plastic™. In their own words, “We are a business that thinks seriously about how we source, deliver and consume everyday products”.
Prevented Ocean Plastic™ will always be proud to work with a brand trying to make better plastic choices, and spoke to Chief Product Officer, Andrew Blow, to find out what else is going under the surface at KURE.
How did KURE come to be? Can you talk a little about the science behind each sip?
The rationale behind developing KURE was based upon all the systems in our body relying on oxygen to make energy, so with our patented technology, we turn an off-the-shelf product such as bottled water into a highly effective oxygen delivery method. We supercharge the water with stabilised Nano oxygen. The water and additional oxygen absorb rapidly resulting in an extremely fast re-hydration and boosts the body’s oxygen levels. Kure is quite literally a One-of-One product- Hydration and Oxygenation in one bottle. That was the goal and we’re very pleased to say that this has been achieved.
Why is sustainability so important to KURE?
We are a business that thinks seriously about how we source, deliver and consume everyday products and, in a world where the emphasis on sustainability has never been greater and yet greenwashing is rife. We are inspired by Prevented Ocean Plastic’s ruthlessly practical commitment to making the world a better place and in June this year KURE began manufacturing all of our 500ml bottles from 100% Prevented Ocean Plastic™ material and by the year end, all of our bottles will follow this transformation helping to reduce the plastic that reaches our oceans and environment, and providing a reliable income stream for people in poorer communities.
What does working with Prevented Ocean Plastic mean to you? And what do you think it means to your customers?
The KURE ethos is to make our oxygen water available to as many people around the world as possible and at a price they can afford, with every bottle displaying the Prevented Ocean Plastic logo we trust this will help educate and inspire consumer confidence in the same way that KURE was inspired by Prevented Ocean Plastic’s dedication to drive social equality and enhance the dignity of people living in need. The world is seeing a major shift in consumption practices- customers in 2024 have an expectation that the companies they work with are doing everything in their power to minimise waste at every opportunity and to keep environmental sustainability front of mind at all times.
What are you most excited about within the wider world of sustainability?
Our experience with Prevented Ocean Plastic has been one of the most rewarding parts of our business journey to date. Not only is there an extremely strong values alignment between our two organisations, we have been highly impressed by their professionalism, commitment to innovation and desire to create a better world for all. But that’s not where our commitments end. Through separate endeavours we also recover the total plastic footprint of KURE packaging from our oceans and landfills, – to date, equivalent to almost 5 million plastic bottles or 8 million plastic bags. But one of the real keys to success is to be part of the Prevented Ocean Plastic programme and have the opportunity to reach so many more people through our upcoming global expansion, and to inform that sustained “Prevention” will really give Nature a fighting chance to recuperate.
What are Kure’s ambitions for the future?
At KURE, it’s extremely exciting for us to take a novel product to the world, which is scientifically proven – and certified – to contain 10x more oxygen than any other bottled water on the market. We believe strongly in the power of KURE to help improve the lives of the people who drink it, and to be working with Prevented Ocean Plastic to create jobs, build communities and prevent ocean pollution is profoundly rewarding for our entire team and commercial partners.
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About PREVENTED OCEAN PLASTIC™:
Prevented Ocean Plastic™ is high quality, certified recycled plastic that has been collected from coastal areas at risk of ocean plastic pollution. Used by supermarkets and brands around the world, it meets regulatory health and safety standards, is traceable back to source and can be identified on-pack through its distinctive triangular logo. Prevented Ocean Plastic™ was an official nominee for the 2023 Earthshot Prize, and counts Lidl, Sainsbury’s, Waitrose and Booths Supermarket as key partners, along with major manufacturing partners such as Groupe Guillin, Spectra Packaging, and Berry Global for offerings across multiple product categories, including fish, poultry, soft fruits, pet food, personal care, and home cleaning.
