CanO Water
CanO Water is a UK-based consumer packaged goods company, founded in 2016 in London, that sells natural still and sparkling spring water in resealable aluminum cans as a sustainable alternative to single-use plastic bottles, targeting environmentally conscious consumers globally and having sold approximately 40 million cans to date.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What CanO Water does
CanO Water is a UK-based, London-headquartered consumer packaged goods company founded in 2016 that sells natural spring water in resealable aluminum cans — offered in still and sparkling variants — as a recyclable alternative to single-use plastic water bottles. The company has sold approximately 40 million cans globally and has publicly committed to eliminating one billion single-use plastic bottles over the next decade, positioning sustainability as its core value proposition. Its customer base centers on environmentally conscious consumers seeking plastic-free hydration, addressed through a horizontal segmentation approach.
The company's revenue model is the physical sale of canned water products, classified in the source data as one-time transactions, with distribution described as global in scope. CanO Water monetizes exclusively through unit sales; no subscription, licensing, SaaS, or advertising revenue streams are evidenced. Pricing is not publicly disclosed, and the company does not appear to operate a direct-to-consumer digital channel (no app, no disclosed website commerce metrics beyond a marketing presence at canowater.com). Distribution channels are not detailed in available sources, though the cumulative 40-million-cans-sold figure implies meaningful retail shelf penetration across multiple markets.
In April 2023 the company executed two coordinated strategic actions: it closed a multi-million pound investment round backed by comedian Ricky Gervais and other unnamed high-profile investors (with an earlier 2016 round from Pitch@Palace at founding), and it launched Cano 2.0, a refreshed product iteration intended to deepen market penetration. The company is privately held, with co-founders Josh White (Marketing Director), Ariel Booker, and Perry Alexander Fielding (Creative Director). No acquisitions, M&A activity, or institutional investor roster beyond the celebrity backers are disclosed.
CanO Water firmographics
Firmographics- Name
- CanO Water
- Legal name
- CanO Water
- Website
- https://canowater.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CanO Water is a UK-based consumer packaged goods company, founded in 2016 in London, that sells natural still and sparkling spring water in resealable aluminum cans as a sustainable alternative to single-use plastic bottles, targeting environmentally conscious consumers globally and having sold approximately 40 million cans to date.
- Ownership category
- akta.pro rank
CanO Water industry classification
Industry- Product category
- Canned Bottled Water
- NAICS
- Bottled Water Manufacturing (312112)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Spring Water Bottling (AFAFACAA)
- akta.pro secondary industries
- Aluminum Can Filling & Seaming Operations (AFAFAJAC), Beverage Cans (Aluminum & Steel) (IMALADAA)
Keywords
Where CanO Water is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
CanO Water business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Canned Water Sales: CanO Water generates revenue through the sale of canned water products. The company sells canned water globally, having sold 40 million cans worldwide as of 2023.
CanO Water product offering
Product offeringCore offering
CanO Water produces and sells natural spring water packaged in resealable aluminum cans, offered in still and sparkling variants. The product is designed as a sustainable, highly recyclable alternative to single-use plastic water bottles, with the company having sold 40 million cans globally and targeting elimination of one billion plastic bottles over the next decade.
Product overview
CanO Water is a UK canned water company offering canned water as a sustainable alternative to single-use plastic bottles. The product portfolio consists of the core CanO Water canned water product and the newly launched Cano 2.0. The company has sold 40 million cans globally and aims to eliminate one billion single-use plastic bottles over the next decade through its sustainable packaging solution.
Differentiator
Problem solved
Functional benefit
Brands
- Cano 2.0: New product launched in April 2023 to increase market penetration and promote sustainability.
Products and services
- CanO Water Canned natural spring water offered in still and sparkling variants, packaged in resealable aluminum cans as a sustainable alternative to single-use plastic water bottles. Designed for environmentally conscious consumers globally, with 40 million cans sold worldwide.
- Cano 2.0 Updated version of the CanO Water canned water product, launched in April 2023 to increase market penetration and promote sustainability. Backed by multi-million pound investment from Ricky Gervais and other high-profile investors.
Quantifiable outcome
- 40 million cans sold globally
- +1 more outcomes
Companies that use CanO Water
Customer profileSegments1 record
Ideal customer profiles1 record
CanO Water technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
CanO Water partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
CanO Water competitors and assessment
Company assessmentDirect peers
- PathWater: Aluminum-bottled water brand positioned as reusable and refillable alternative to plastic, with similar sustainability-driven value proposition. Comparable target segment and B2B distribution focus (offices, events).
- Open Water: Premium canned water brand selling still and sparkling water in aluminum cans as a sustainable alternative. Directly comparable product format, sustainability narrative, and target customer base.
- Liquid Death: Direct US-based canned water competitor with strong brand-led, sustainability-focused positioning. Both companies sell still and sparkling water in infinitely recyclable aluminum cans targeting environmentally conscious consumers, and compete in the same retail and on-premise channels.
- JUST Water: US-based premium water brand offering sustainable carton packaging as a plastic alternative. While packaging format differs, both brands share an environmental mission, premium positioning, and target the same environmentally conscious consumer segment.
- Boxed Water Is Better: Direct competitor offering sustainable alternative packaging for water with a similarly mission-driven brand voice. Both target sustainability-conscious consumers and compete head-to-head in retail for shelf space and on-premise placements.
Broad incumbents
- FIJI Water: Major premium water brand with global distribution and significantly larger marketing budgets. Competes for the same premium water consumer, particularly in hospitality and on-premise channels.
- Aquafina: PepsiCo-owned water brand that has begun offering canned formats as a plastic alternative. Massive distribution scale and marketing budget create significant competitive pressure on smaller canned water brands like CanO Water.
- Voss Water: Premium bottled water brand with established retail and hospitality presence. While primarily glass-bottled, it competes for the same premium water consumer and premium on-premise channels that CanO Water targets.
Regional players
- Antipodes Water: Premium bottled water from New Zealand sold primarily in Asia-Pacific markets. Comparable premium positioning and sustainability story, but operates in different geographic markets than CanO Water's UK/global footprint.
Others
- SodaStream: At-home sparkling water maker positioned as plastic-bottle alternative. Different delivery mechanism but shared sustainability narrative and target consumer seeking to reduce single-use plastic consumption.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
CanO Water social profiles
Digital presenceCanO Water financial estimates
Financial estimateRevenue estimate
Valuation estimate
CanO Water leadership team
Management profileNumber of profiles
Profiles3 records
CanO Water funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CanO 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 CanO Water
What does CanO Water do?
CanO Water produces and sells natural spring water packaged in resealable aluminum cans, offered in still and sparkling variants. The product is designed as a sustainable, highly recyclable alternative to single-use plastic water bottles, with the company having sold 40 million cans globally and targeting elimination of one billion plastic bottles over the next decade.
Is CanO Water a public or private company?
CanO Water is a private company. It is classified as venture growth investor backed and is currently operating.
When was CanO Water founded?
CanO Water was founded in 2016. It employs 11 to 50 people.
Where is CanO Water based?
CanO Water is headquartered in London, United Kingdom, in the Europe region.
How does CanO Water make money?
One revenue line is on record: canned Water Sales.
Who are CanO Water's main competitors?
Direct peers on record are PathWater, Open Water, Liquid Death, JUST Water and Boxed Water Is Better. Broad incumbents are FIJI Water, Aquafina and Voss Water. Antipodes Water is listed as a regional player. SodaStream is listed as an others.
Does CanO Water have an API?
No public API is recorded for CanO Water.
What industry is CanO Water in?
CanO Water's product category is Canned Bottled Water. Its primary akta.pro industry code is AFAFACAA, Spring Water Bottling, with a secondary code of AFAFAJAC, Aluminum Can Filling & Seaming Operations. Its NAICS code is 312112 and its SIC code is 2086.