Flow Alkaline Spring Water
Flow is a premium alkaline spring water brand selling naturally sourced Canadian spring water in eco-friendly Tetra Pak packaging. The company distributes through DTC e-commerce, subscriptions, and retail partners including Whole Foods, Wegmans, and Publix.
- Company typePrivate
- Founded2015
- HeadquartersToronto, Canada
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Flow Alkaline Spring Water does
Flow is a premium beverage company selling naturally alkaline spring water sourced from artesian springs in Bruce County, Ontario, Canada. The source water has a natural pH of ±8.1 and contains naturally occurring electrolytes and minerals, filtered through sand, silt, limestone, and dolostone layers before bottling, with double filtration and UV treatment at the plant. The product line consists of Original Flow in three sizes (330ml, 500ml, 1L) sold in 6-, 12-, or 24-unit cases, plus flavored variants (Cucumber + Mint, Peach + Blueberry, Strawberry + Rose, Blackberry + Hibiscus) made with organic flavors and zero sugar, calories, or sweeteners. All SKUs are packaged in 68–75% renewable plant-based Tetra Pak cartons with sugar-cane caps, and a new Flow Sparkling SKU is slated for launch in late July 2026.
The company operates a hybrid distribution model combining direct-to-consumer e-commerce on its Shopify storefront with retail partnerships at Whole Foods Market, Wegmans, Publix, and Amazon Marketplace. Direct-to-consumer revenue is augmented by a subscription program ('The Insiders') offering 10% off plus free US shipping, a refer-a-friend program (referrer $5 credit, new-customer 5% off first subscription order), and a Flow Rewards loyalty program that issues dollar credits redeemable on future purchases. List pricing is uniform across channels at $26.99 for 12 × 500ml Original and $38.99 for 12 × 1L Original, with flat-rate shipping by US state. Customers are primarily health-conscious and environmentally conscious consumers in the US and Canada seeking sustainable hydration alternatives to plastic-bottled water; buyer personas include health-conscious, environmentally conscious, and wellness-oriented consumers. The brand has substantial earned-media presence with placements in Vogue, GQ, Forbes, Fast Company, Goop, Rolling Stone, PopSugar, and others, and operates content, email, social, referral, and loyalty marketing channels. The company has been a Certified B Corporation since 2017 (recertified at 114.5 in 2021 — highest in the water industry), is Kosher certified, and publishes SASB sustainability reports.
In December 2024 Flow completed a strategic separation of its brand and manufacturing operations: Cizzle Brands acquired the manufacturing business, while Rucker Investments retained sole ownership of the Flow brand and a minority stake in manufacturing. Post-separation, the company has pursued multiple funding rounds in 2024–2025 (totaling approximately $18M) led by RI Flow, NFS Capital, and BeatBox Beverages. The firm is publicly listed on the TSX under symbol FLOW and is headquartered in Newark, United States, with the spring source in Bruce County, Ontario.
Flow Alkaline Spring Water firmographics
Firmographics- Name
- Flow Alkaline Spring Water
- Legal name
- Flow Water
- Website
- https://flowhydration.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Flow is a premium alkaline spring water brand selling naturally sourced Canadian spring water in eco-friendly Tetra Pak packaging. The company distributes through DTC e-commerce, subscriptions, and retail partners including Whole Foods, Wegmans, and Publix.
- Ownership category
- akta.pro rank
Flow Alkaline Spring Water industry classification
Industry- Product category
- Bottled Spring Water
- NAICS
- Bottled Water Manufacturing (312112)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Mineral Water Bottling (Naturally Mineral) (AFAFACAB)
- akta.pro secondary industries
- Flavored/Enhanced Bottled Water Production (Essenced, Vitamin, Electrolyte) (AFAFACAF), Sparkling/Carbonated Bottled Water Production (AFAFACAE), Still Soft Drinks & Flavored Waters (Non-Carbonated) (AFAFABAB)
Keywords
Where Flow Alkaline Spring Water is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
Flow Alkaline Spring Water business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Direct Product Sales: One-time purchase of Flow mineral spring water products in various sizes (330ml, 500ml, 1L) and flavors (Original, Cucumber + Mint, Blackberry + Hibiscus, Strawberry + Rose, Peach + Blueberry). Products sold in packs of 6, 12, or 24 units.
- Subscription Orders: Recurring subscription model offering 10% discount on every order plus free shipping for US subscribers. Customers select delivery frequency and can customize flavors, skip, pause, or cancel anytime.
- Wholesale Distribution: Products distributed through retail partners including Whole Foods, Wegmans, Publix, and Amazon marketplace. Wholesale inquiry program for new retail partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 12 pack of 1L Original |
| Unit Pricing | Pay-as-you-go | 12 pack of 500ml Original |
| Unit Pricing | Pay-as-you-go | 6 pack of 1L Original |
| Unit Pricing | Pay-as-you-go | 24 pack of 330ml Original |
| Other | Pay-as-you-go | E-Gift Cards |
| Subscription | Monthly | Subscription - The Insiders |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
Flow Alkaline Spring Water product offering
Product offeringCore offering
Flow bottles and distributes naturally alkaline mineral spring water sourced from artesian springs in Bruce County, Ontario, Canada. Products are sold in plant-based Tetra Pak cartons in Original and four flavored varieties (Cucumber + Mint, Peach + Blueberry, Strawberry + Rose, Blackberry + Hibiscus) in multiple pack sizes. Distribution occurs via the company's direct-to-consumer Shopify storefront with a recurring subscription, wholesale grocery partners (Whole Foods, Wegmans, Publix), and Amazon.
Product overview
Flow offers naturally alkaline mineral spring water sourced from artesian springs in Bruce County, Ontario, Canada. The core product line includes Original Flow in multiple sizes (330ml, 500ml, 1L) with naturally-occurring electrolytes and minerals. Flavored variants include Cucumber + Mint, Peach + Blueberry, Strawberry + Rose, and Blackberry + Hibiscus—all made with organic flavors, zero sugar, zero calories, and zero sweeteners. All products come in 100% recyclable, 68-75% renewable plant-based packaging (Tetra Pak cartons with sugar cane caps). A subscription program (The Insiders) provides 10% off orders with free shipping. Upcoming Flow Sparkling is launching late July 2026. The company is B Corp certified and sells through retail partners including Whole Foods, Wegmans, and Publix.
Differentiator
Problem solved
Functional benefit
Products and services
- Original Flow Alkaline Spring Water
- Cucumber + Mint Flavored Flow
Quantifiable outcome
- 150 million+ plastic bottles diverted from entering the environment
- +3 more outcomes
Companies that use Flow Alkaline Spring Water
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Flow Alkaline Spring Water technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Flow Alkaline Spring Water partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Tetra PakcoreTetra Pak is the packaging partner providing Flow's eco-friendly cartons. Tetra Pak has worked to increase the percentage of households with access to recycling for Tetra Pak cartons.
- Friends of the Middle RiverminorRiver cleanup and watershed restoration partnership in the US.
- Saugeen Valley Conservation AuthorityminorCanadian river cleanup and watershed restoration partnership.
- Cizzle BrandscoreAcquired Flow's manufacturing business as part of strategic transaction separating brand and manufacturing operations.
- Paloma ElsesserminorPartnership with Paloma Elsesser on donating water to Flint, MI for community support.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Flow Alkaline Spring Water competitors and assessment
Company assessmentBroad incumbents
- San Pellegrino (Nestlé Waters): Premium Italian sparkling mineral water owned by Nestlé. Comparable premium positioning and direct overlap with Flow's planned sparkling product, particularly in foodservice and retail.
- Evian (Danone): Global premium mineral water owned by Danone, sourced from the French Alps. Competes across price tiers and geographies with Flow, with much larger marketing budgets and established international distribution.
- Perrier (Nestlé Waters): Iconic French sparkling mineral water owned by Nestlé Waters. Directly competes with Flow Sparkling in the carbonated natural mineral water category with global distribution.
- LaCroix (National Beverage): Leading US sparkling water brand owned by National Beverage. Relevant incumbent comparison for Flow Sparkling given dominant US retail share in the carbonated water category.
- Topo Chico (The Coca-Cola Company): Mexican sparkling mineral water now owned by Coca-Cola, with strong momentum in the US market. Most relevant incumbent comparison for Flow Sparkling given category growth and Coca-Cola's distribution scale.
Emerging players
- JUST Water: Plant-based carton bottled water with sustainability positioning similar to Flow's Tetra Pak strategy. Closest peer on packaging innovation and eco-conscious brand narrative, though smaller scale.
- Liquid Death: Fast-growing canned water brand with edgy branding targeting younger consumers. Comparable as a premium-priced water disruptor with strong DTC and retail momentum, though differentiated in packaging and brand voice.
Direct peers
- Fiji Water: Premium artesian bottled water brand sourcing from a single natural aquifer in Fiji. Most directly comparable to Flow on premium positioning, single-source natural mineral water positioning, and sustainability-themed marketing.
- Voss Water: Premium Norwegian still and sparkling bottled water with minimalist branding and distinctive cylindrical packaging. Direct competitor in the premium water segment with overlapping retail distribution and lifestyle/luxury positioning.
- Core Hydration: Premium bottled water brand positioned on pH-balanced hydration and minerals. Direct competitor to Flow Original with overlapping retail distribution at Whole Foods and similar specialty channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Flow Alkaline Spring Water social profiles
Digital presenceFlow Alkaline Spring Water compliance and trust
Trust signalCompliance4 records
Flow Alkaline Spring Water financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flow Alkaline Spring Water leadership team
Management profileNumber of profiles
Profiles2 records
Flow Alkaline Spring Water funding detail
Funding detailFunding overview
Funding rounds9 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flow Alkaline Spring Water M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Flow Alkaline Spring Water
What does Flow Alkaline Spring Water do?
Flow bottles and distributes naturally alkaline mineral spring water sourced from artesian springs in Bruce County, Ontario, Canada. Products are sold in plant-based Tetra Pak cartons in Original and four flavored varieties (Cucumber + Mint, Peach + Blueberry, Strawberry + Rose, Blackberry + Hibiscus) in multiple pack sizes. Distribution occurs via the company's direct-to-consumer Shopify storefront with a recurring subscription, wholesale grocery partners (Whole Foods, Wegmans, Publix), and Amazon.
Is Flow Alkaline Spring Water a public or private company?
Flow Alkaline Spring Water is a private company. It is classified as public and is currently operating.
When was Flow Alkaline Spring Water founded?
Flow Alkaline Spring Water was founded in 2015. It employs 101 to 250 people.
Where is Flow Alkaline Spring Water based?
Flow Alkaline Spring Water is headquartered in Toronto, Canada, in the North America region.
How does Flow Alkaline Spring Water make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Orders and wholesale Distribution.
Who are Flow Alkaline Spring Water's main competitors?
Broad incumbents on record are San Pellegrino (Nestlé Waters), Evian (Danone), Perrier (Nestlé Waters), LaCroix (National Beverage) and Topo Chico (The Coca-Cola Company). Emerging players are JUST Water and Liquid Death. Direct peers are Fiji Water, Voss Water and Core Hydration.
Does Flow Alkaline Spring Water have an API?
No public API is recorded for Flow Alkaline Spring Water.
What industry is Flow Alkaline Spring Water in?
Flow Alkaline Spring Water's product category is Bottled Spring Water. Its primary akta.pro industry code is AFAFACAB, Mineral Water Bottling (Naturally Mineral), with a secondary code of AFAFACAF, Flavored/Enhanced Bottled Water Production (Essenced, Vitamin, Electrolyte). Its NAICS code is 312112 and its SIC code is 2086.