For The Better Good

Reusable Water Bottlesforthebettergood.com

Anew (For The Better Good) is a New Zealand-founded consumer brand selling reusable water bottles made from plant-based, carbon-negative materials to eco-conscious consumers and corporate buyers across the USA, New Zealand, and Australia via DTC, retail, wholesale, and corporate gifting channels.

Company typePrivate
Founded2015
HeadquartersAuckland, New Zealand
Headcount1–10
GTM typeB2C
OfferingHardware or Manufacturing

What For The Better Good does

Anew (legal entity: For The Better Good) is a New Zealand-originated consumer brand that designs, manufactures, and distributes reusable water bottles made entirely from plant-based, carbon-negative materials free of petroleum-based plastics and BPA. Founded in 2015 by Jayden Klinac, the company’s core product line consists of three SKUs — the Anew® Bottle, a 12-pack bulk format, and the Anew® Blank Duo — positioned against glass (lighter), aluminum (no plastic lining), and conventional plastic (no petroleum content), with third-party-verified claims of PFAS-free composition, zero microplastics, and carbon footprint verification.

The business operates a multi-channel distribution model spanning direct-to-consumer e-commerce at us.chooseanew.com (supporting USD, NZD, and AUD), nationwide physical retail in the USA and New Zealand, a wholesale/reseller program, a corporate gifting vertical targeting enterprise buyers, and an ambassador community program. Revenue is generated exclusively through hardware sales — individual units, bulk packs, and refill systems — to eco-conscious consumers as the primary segment and to corporate and wholesale buyers as the secondary segment. The company is privately held and founder-owned, with no disclosed institutional funding, headcount, or revenue figures.

For The Better Good firmographics

Firmographics

Name: For The Better Good
Legal name: Anew
Website: https://forthebettergood.com
Company type: Private
Founded year: 2015
Operating status: Operating
Headcount range: 1–10 employees
Short description: Anew (For The Better Good) is a New Zealand-founded consumer brand selling reusable water bottles made from plant-based, carbon-negative materials to eco-conscious consumers and corporate buyers across the USA, New Zealand, and Australia via DTC, retail, wholesale, and corporate gifting channels.
Ownership category
akta.pro rank

For The Better Good industry classification

Industry

Product category: Reusable Water Bottles
NAICS: Bottled Water Manufacturing (312112), Plastics Bottle Manufacturing (32616)
SIC: Bottled & Canned Soft Drinks & Carbonated Waters (2086), Miscellaneous Plastics Products (3080)
akta.pro primary industry: Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC)
akta.pro secondary industry: Beverage Packaging (Bottles, Cans, Cartons, Kegs) (IMALAHAD)

Keywords

Reusable water bottles
Plant-based materials
Sustainable packaging
Corporate gifting
Wholesale distribution

Where For The Better Good is headquartered

Location

Headquarters

HQ city: Auckland
HQ country: New Zealand
HQ region: Oceania

Offices2 records

Markets served

For The Better Good business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

Reusable Water Bottle Sales: Sale of reusable plant-based water bottles, including individual bottles, bulk packs (12-pack), and refill systems. Revenue generated from direct product sales to consumers and businesses.
Corporate and Wholesale B2B: Corporate gifting and wholesale programs targeting businesses for bulk purchases of reusable bottles.

Pricing tiers

Model	Billing	Price
Unit Pricing	Pay-as-you-go	Single bottle purchase

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

For The Better Good product offering

Product offering

Core offering

For The Better Good (dba Anew) designs, manufactures, and sells reusable water bottles made entirely from renewable, plant-based, carbon-negative materials as an alternative to single-use plastic bottles. The product line includes individual bottles, 12-pack bulk bundles, and a duo pack, all of which are dishwasher-safe, shatter-proof, lightweight, and free from petroleum-based plastic, BPA, and microplastics. The company also packages New Zealand-sourced alkaline water in these bottles and serves both individual consumers and corporate/wholesale buyers.

Product overview

Anew is a single-product brand offering reusable plant-based water bottles as its core offering. The product line includes single bottles (Anew® Bottle), a 12-pack bulk option (Anew® Bottle - Bulk), and a duo pack (Anew® Blank Duo). All bottles are made from fossil-fuel-free, plant-based materials, are dishwasher-safe, shatter-proof, and designed for portability and reuse. The company sells New Zealand alkaline water packaged in these reusable bottles, emphasizing zero microplastics and a lower carbon footprint compared to traditional plastic, glass, or aluminum alternatives.

Differentiator

Problem solved

Functional benefit

Products and services

Anew® Bottle A reusable water bottle made entirely from plant-based, carbon-negative material designed with circularity in mind. It is dishwasher-safe, shatter-proof, lightweight, and portable, and is free from petroleum plastic and BPA.
Anew® Bottle - Bulk A 12-pack bundle of reusable plant-based water bottles designed for reuse, dishwasher-safe and intentionally lightweight for portability. Aimed at bulk buyers including corporate gifting and wholesale customers.
Anew® Blank Duo A duo pack of blank reusable plant-based water bottles, designed for customization or personal use, dishwasher-safe and portable.

Quantifiable outcome

Lower carbon footprint compared to glass, aluminum, and traditional plastic bottles
+1 more outcomes

Companies that use For The Better Good

Customer profile

Segments2 records

Ideal customer profiles2 records

For The Better Good technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature3 records

For The Better Good partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

For The Better Good competitors and assessment

Company assessment

Direct peers

CamelBak: CamelBak is a reusable hydration brand (bottles, reservoirs, backpacks) owned by Vista Outdoor, with deep retail and specialty-channel distribution targeting active and outdoor consumers. Directly comparable in reusable bottles and sustainability positioning, though with broader product portfolio.
Takeya: Takeya is a reusable water bottle and cold-brew coffee brand with national retail and DTC distribution. Directly competes in the reusable bottle category with similar price points and consumer segments to Anew, though with broader product portfolio.
Owala: Owala is a fast-growing reusable water bottle brand owned by Trove Brands, sold through national retail (Target, Walmart) and DTC. Directly competes in the same reusable bottle category with strong retail placement and rapid recent share gains, making it a key emerging direct peer.
Hydro Flask: Hydro Flask is the category-leading reusable insulated water bottle brand owned by Helen of Troy, sold through national retail, DTC, and wholesale. Directly competes with Anew in the same reusable bottle category targeting the same eco-conscious and active-lifestyle consumer segments, though at much larger scale.
Boxed Water Is Better: Boxed Water Is Better is a sustainable water packaging brand sold in carton-based, plant-based packaging with a similar carbon-negative, plastic-free sustainability narrative. Directly comparable value proposition and target customer despite different packaging format, and it operates in the same bottled water category.
Klean Kanteen: Klean Kanteen is one of the most direct comparable peers — a reusable, eco-friendly stainless steel and coated water bottle brand with a similar sustainability-first value proposition, B-Corp positioning, and consumer-direct + wholesale distribution. Highly comparable product category, customer segment, and ESG messaging to Anew.
S'well: S'well is a designer reusable water bottle brand with strong direct-to-consumer and retail distribution, known for fashion-forward design and sustainability messaging. Directly comparable product, customer base, and GTM motion (DTC + wholesale + corporate gifting) to Anew.
YETI: YETI is a premium reusable drinkware and cooler brand with national retail and DTC distribution, serving the same eco-conscious outdoor and lifestyle consumer segments. Directly competes in reusable bottles and tumblers with high brand recognition and substantially larger scale than Anew.

Emerging players

EcoVessel: EcoVessel is a smaller reusable insulated bottle brand with a sustainability-led positioning and similar eco-conscious consumer target. Comparable in niche and value proposition but materially smaller in scale and distribution than Anew.

Broad incumbents

Brita: Brita is a broad-incumbent water filtration and hydration brand owned by Clorox, with mass-market retail distribution in pitchers, filters, and reusable bottles. Overlaps with Anew on sustainability messaging and reusable hydration, but operates as a much larger diversified portfolio rather than a focused reusable-bottle brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

For The Better Good compliance and trust

Trust signal

Compliance3 records

For The Better Good financial estimates

Financial estimate

Revenue estimate

Valuation estimate

For The Better Good leadership team

Management profile

Number of profiles

Profiles1 record

For The Better Good funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

For The Better Good M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about For The Better Good

What does For The Better Good do?

Is For The Better Good a public or private company?

For The Better Good is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was For The Better Good founded?

For The Better Good was founded in 2015. It employs 1 to 10 people.

Where is For The Better Good based?

For The Better Good is headquartered in Auckland, New Zealand, in the Oceania region.

How does For The Better Good make money?

Two revenue lines are on record. Reusable Water Bottle Sales are the primary driver. The others are corporate and Wholesale B2B.

Who are For The Better Good's main competitors?

Direct peers on record are CamelBak, Takeya, Owala, Hydro Flask, Boxed Water Is Better, Klean Kanteen, S'well and YETI. EcoVessel is listed as an emerging player. Brita is listed as a broad incumbent.

Does For The Better Good have an API?

No public API is recorded for For The Better Good.

What industry is For The Better Good in?

For The Better Good's product category is Reusable Water Bottles. Its primary akta.pro industry code is CRADAHAC, Bottled Water (Still, Sparkling, Enhanced), with a secondary code of IMALAHAD, Beverage Packaging (Bottles, Cans, Cartons, Kegs). Its NAICS code is 312112 and its SIC code is 2086.