Fiji Water Company, USA

  Fiji Water is a premium bottled water brand known for its natural artesian water sourced from Fiji. Here’s a detailed overview:

Overview

• Founded: 1996
• Headquarters: Los Angeles, California, USA
• Parent Company: As of 2021, Fiji Water is owned by The Wonderful Company, which is a privately held company also known for brands like POM Wonderful and Wonderful Pistachios.
• Industry: Bottled Water

Product Information

• Type: Artesian bottled water
• Source: The water is sourced from an aquifer in Fiji, specifically from the Yaqara Valley on the island of Viti Levu. The water is naturally filtered through volcanic rock, which imparts its distinctive taste and mineral content.
• Characteristics: Fiji Water is known for its soft, smooth taste and is marketed as having a unique mineral profile due to its natural filtration process. It’s also marketed as having a high pH level and a low mineral content.

Packaging and Varieties

• Packaging: Available in various bottle sizes, including 500 ml, 700 ml, 1 liter, and larger formats. It is available in both plastic and glass bottles.
• Varieties: Primarily offers still water; the brand is known for its classic, unflavored water.

Brand Positioning

• Market: Positioned as a premium bottled water brand, Fiji Water is often associated with luxury and high quality. It is marketed as a high-end choice compared to other bottled waters.
• Marketing: The brand emphasizes its exotic origin and the purity of its water source. Fiji Water is often featured in upscale events and is popular among celebrities.

Sustainability and Corporate Responsibility

• Environmental Initiatives: Fiji Water has faced criticism and scrutiny over environmental concerns related to the extraction of water and the carbon footprint of transporting it from Fiji to global markets.
• Corporate Responsibility: Efforts to address environmental impact include initiatives to improve sustainability practices, such as reducing plastic use and increasing the use of recycled materials in packaging.

Recent Developments

• Sustainability Efforts: The company has been working to enhance its sustainability practices and address concerns related to water extraction and environmental impact.
• Market Trends: Fiji Water continues to focus on maintaining its premium brand image and expanding its market presence globally.