NWB Finland Oy, a Finnish company specializing in sustainable beverage packaging, will introduce its AINA Natural Water to U.S. retailers at the 2026 ECRM Vitamin, Weight Management & Sports Nutrition Session, scheduled for September 14-17 in Palm Beach Gardens, Florida. The company aims to differentiate itself in the premium water category with a bag-in-box format that uses substantially less plastic than conventional individual bottles.
Unlike typical premium waters sold in single-use plastic bottles, AINA Natural Water is packaged in 5-liter and 10-liter bag-in-box containers. The water itself is naturally filtered groundwater sourced from the Pudasjärvi region of Northern Finland. According to the company, it contains approximately 32 mg/L of Total Dissolved Solids, giving it a soft, neutral taste and clean finish.
The retail-focused pitch centers on sustainability as a merchandising tool. “Retailers are increasingly looking for products that give consumers a reason to choose them while also supporting the values they want their stores and brands to represent,” said Marita Weiman, Quality Assurance Manager at NWB Finland Oy. “AINA gives retailers a premium natural water with a sustainability story that is immediately visible in the packaging.”
The bag-in-box format offers several potential advantages for retailers. Its distinctive appearance can help the product stand out from rows of traditional bottled water, while the larger format is designed for everyday use in homes, offices, and other settings. More importantly, the packaging provides a straightforward sustainability message: consumers can purchase a larger quantity of premium drinking water while relying on substantially less plastic than with conventional individual bottles.
“We think the best sustainability innovations are the ones consumers can understand immediately,” Weiman said. “When shoppers see AINA, the difference isn’t hidden. The format itself helps tell the story, and that can be valuable for retailers as well as consumers.”
NWB Finland Oy’s ECRM participation comes as the company continues expanding AINA Natural Water into the United States, including its upcoming first U.S. consumer availability through OneLavi.com. The company will present AINA as an opportunity for retailers to add differentiation to the premium water category through distinctive shelf presence, a clear sustainability story, consumer relevance, premium Northern Finland origin, and alignment with retailer brand values.
“We’re coming to ECRM ready to talk about what AINA can bring to a retailer’s water category,” Weiman said. “It’s not simply another premium water. It’s an opportunity to offer consumers something visibly different while adding a strong sustainability story to the shelf.”
For more information about AINA Natural Water, visit ainanaturalwater.fi. To learn more about NWB Finland Oy, visit nwb.fi.
