What Win Win Water does

Win Win Water is a UK-based private company that sells premium naturally alkaline spring water packaged in proprietary 100% plant-based biodegradable bottles. The company sources its water from the National Forest in England and operates a single core SKU — 500ml Naturally Alkaline Spring Water at pH 7.5 — sold primarily as a 24-bottle case at $33.00 through its Shopify e-commerce storefront. Distribution also includes B2B wholesale to caterers (Caterite) and, from a February 2025 mass production re-launch, planned UK supermarket listings and Central European expansion. The company's target customers are health- and eco-conscious consumers, plus retailers and wholesalers seeking differentiated, sustainable bottled water SKUs.

The company's core technology centers on a fully biodegradable bottle system developed in collaboration with Liverpool John Moores University. The bottle, label, and cap are made from organic biomaterials sourced from GMO-free farms and fully biodegrade in 90 days under commercial composting conditions, compared to up to 450 years for conventional PET. The water itself is naturally alkaline at pH 7.5 (matching average human body pH) and contains high levels of naturally occurring magnesium and calcium in colloidal solution, positioned as supporting faster hydration. The product is the recipient of the 2024 Lun24 Innovation Challenge Gold award.

Win Win Water employs a hybrid go-to-market combining direct-to-consumer e-commerce with community-led engagement (health walks, charitable events) and B2B field sales targeting supermarkets and catering wholesalers. Revenue streams include consumer product sales (one-time and deferred/subscription), wholesale distribution, and an optional $2.00 donation add-on at checkout for ocean-bound plastic offsetting or tree planting, with a percentage of profits directed to Plastic Bank. The company is founder-led by Co-Founder Kurt Wilson, appears bootstrapped with no disclosed external funding, and is currently executing a mass production re-launch to enable national retail and planned Central European expansion.

Name

Win Win Water

Legal name

Win Win Water

Website

https://winwinwater.co.uk

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Premium Bottled Water

NAICS

Bottled Water Manufacturing (312112)

akta.pro primary industry

Spring Water Bottling (AFAFACAA)

akta.pro secondary industries

Alkaline/Ionized Bottled Water Production (AFAFACAG), Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC)

Keywords

• Bottled water
• Alkaline spring water
• Biodegradable packaging
• Plant-based bottles
• Mineral water

Headquarters

HQ city

Liverpool

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Bottled Water Product Sales: Direct e-commerce sales of 500ml Naturally Alkaline Spring Water. Sold as a 24-bottle case at $33.00. Offers deferred/subscription purchase option. Products sourced from the National Forest, delivered via DPD.
2. Wholesale & Distribution: B2B sales to wholesalers and retailers including Caterite. Products sold in bulk to stockists. Supermarket partnerships targeted for Feb 2025 mass production launch.
3. Donations & Add-on Contributions: Optional add-on donations at checkout: $2.00 for Ocean-Bound Plastic Offsetting or Tree Planting. Bundled with product purchases as optional contribution.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Win Win Water sells 500ml naturally alkaline spring water (pH 7.5) sourced from the National Forest in England, packaged in 100% plant-based, GMO-free, fully biodegradable bottles that compost in commercial facilities within 90 days. The product is sold as a 24-bottle case for $33.00 with free UK and international delivery, plus optional $2.00 donation add-ons for ocean plastic offsetting and tree planting.

Product overview

Win Win Water offers a single core product line of biodegradable alkaline organic electrolyte spring mineral water packaged in 100% plant-based, toxin-free bottles. The primary offering is the 500ml Naturally Alkaline Spring Water (pH 7.5) sourced from the National Forest, sold as a 24-bottle case with free UK and international delivery via DPD. An optional $2.00 donation add-on allows customers to contribute to ocean plastic offsetting or tree planting initiatives. All packaging (bottle, cap, and label) is fully biodegradable within 90 days. The company partners with Plastic Bank for charitable giving and is currently expanding into supermarket retail and wholesale distribution.

Differentiator

Problem solved

Functional benefit

Products and services

• 500ml Naturally Alkaline Spring Water Premium naturally alkaline spring water (pH 7.5) sourced from the National Forest, containing naturally occurring electrolytes and high mineral content including magnesium and calcium. Packaged in 100% plant-based biodegradable bottles that fully compost within 90 days in commercial composting facilities. Sold as a 24-bottle case at $33.00 with free UK and international delivery via DPD.
• Virtue Donation Add-on Optional $2.00 charitable donation add-on offered at checkout, with options for Ocean-Bound Plastic Offsetting or Tree Planting to support environmental causes including Plastic Bank ocean plastic removal.

Quantifiable outcome

• Bottles biodegrade in 90 days in commercial composting, compared to 450 years for standard PET bottles
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Liverpool John Moores UniversitycoreStrategic or Co-development PartnerWin Win Water collaborates with Liverpool John Moores University and global manufacturers to research and develop new plant-based, biodegradable packaging materials. The partnership supports their goal to remain pioneers of forward-thinking biotechnology and to introduce further measures reducing environmental impact in production and distribution.
• Plastic BankcoreOthersWin Win Water donates a percentage of profits to Plastic Bank, an organization dedicated to removing ocean plastic while empowering vulnerable communities. This partnership is central to the company's social responsibility ethos, aligning commercial success with measurable environmental impact.
• CateritecoreChannel Partner/ Reseller/ DistributorWin Win Water is currently stocked with Caterite, a UK catering and wholesale supplier. This is the company's primary B2B wholesale relationship, with mass production re-launch planned for Feb 2025 to support expanded national distribution.
• DPD PremiumminorOthersWin Win Water uses DPD Premium Tracked delivery service for UK and international e-commerce orders, and tracked pallet services for larger wholesale orders. Reliable logistics partner enabling direct-to-consumer and B2B delivery.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• JUST Water: US-based premium spring water packaged in plant-based (82% renewable) bottles with a fully biodegradable core and a clear social/environmental mission. The closest direct comparable to Win Win Water on the plant-based-bottle-plus-spring-water model.
• Harrogate Spring Water: UK premium natural spring water brand with strong sustainability credentials and broad UK retail distribution. Closest UK-headquartered competitor in the premium spring water category Win Win Water is targeting.
• Highland Spring: Scotland-sourced natural spring water sold across UK grocery, hospitality, and wholesale. Sets the price-and-positioning benchmark for premium UK spring water that Win Win Water must differentiate against.
• FIJI Water: Premium bottled water positioned on source purity, mineral content, and taste. Comparable to Win Win Water on premium pricing, artesian-source storytelling, and focus on health-conscious consumers.
• Aqua Carpatica: Premium naturally alkaline spring water with naturally low nitrate content, sold across European retail and HoReCa. Highly comparable on naturally alkaline positioning and European geographic footprint.
• Icelandic Glacial: Premium natural spring water from Iceland marketed on purity, source provenance, and pH balance. Comparable on premium pricing, natural-source storytelling, and European retail expansion strategy.

Broad incumbents

• Buxton: Nestlé-owned natural mineral water with deep UK distribution and brand recognition across grocery and foodservice. A broader incumbent whose scale and retailer relationships create direct competitive pressure.
• Evian: Danone-owned global premium spring water brand with extensive retail distribution. Represents the scale incumbent benchmark that any premium sustainability-positioned challenger must compete against for shelf and mind share.
• Volvic: Danone-owned natural mineral water with broad UK grocery and foodservice penetration. Sets the everyday mid-tier pricing benchmark that constrains the volume ceiling for premium entrants like Win Win Water.

Emerging players

• Waiakea Water: Hawaiian volcanic-origin premium water with naturally alkaline pH and a sustainability/carbon-neutral positioning. Comparable on naturally alkaline water plus social/environmental mission in the premium niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Win Win Water