Lance Collins has advanced the retail footprint and packaging credentials for ZenWTR, a premium alkaline water brand utilising 100% recycled ocean-bound plastic bottles.
Collins, whose background includes founding beverage brands such as FUZE, NOS, BODYARMOR, and CORE Hydration, developed the brand to merge high-pH functional water processing with third-party certified sustainable packaging.
Following initial distribution across major grocery and convenience networks, ZenWTR will expand its retail presence into regional grocer H-E-B beginning 5 October.
Processing Method and Mineral Formulation
ZenWTR is produced using a multi-step vapour distillation process followed by electrolysis to achieve a balanced alkaline pH profile of 9.5.
To enhance mouthfeel and mineral balance, the product is formulated with a proprietary blend of electrolytes and minerals:
🧂 Calcium: Added to complement structural mouthfeel and electrolyte balance.
🍌 Potassium: Formulated to assist cellular hydration and fluid balance.
🌰 Magnesium: Incorporated to provide a crisp, clean finish.
"I take preparation seriously, and staying hydrated is a big part of showing up ready every day," said Maxx Crosby, defensive end for the Las Vegas Raiders. "ZenWTR tastes crisp and clean, and I respect that the brand is also working to help keep plastic from reaching the ocean."
Recycled Ocean-Bound Packaging and Plastic-Negative Validation
ZenWTR's primary SKU is a 20-ounce bottle blown from 100% recycled polyethene terephthalate (rPET) sourced exclusively from at-risk coastal environments where formal waste-management infrastructure is constrained. Sourcing operations operate across Indonesia, Thailand, Ecuador, and Paraguay, where local supply partners coordinate deposit and recovery schemes.
The brand holds Plastic Negative Certification via a verification partnership with the Plastic Credit Exchange (PCX). Under this arrangement, the producer finances the recovery and recycling of post-consumer plastic equal to 200% of its annual packaging volume. In parallel, the business directs 1% of total sales revenue towards US ocean conservation, waste diversion, and recycling education initiatives.
Outside of its core rPET bottle lines, the brand operates an offset programme for its Alumi-Tek packaging formats, recovering and processing five ocean-bound plastic bottles for every metal bottle produced.
"The future of bottled water should be defined by both what is inside the bottle and the impact that bottle can have beyond itself," stated Collins. "We want to prove that consumers do not have to compromise on quality or taste to support meaningful environmental impact. Every bottle is an invitation to rethink what an everyday purchase can accomplish."
Retail Distribution
The brand has secured capital investment from a syndicate of high-profile athletes, entertainers, and industry executives, including Travis Kelce, Phil Knight, Bryson DeChambeau, Phil Mickelson, James Harden, Jessica Chastain, Anne Hathaway, Aaron Rodgers, Khloé Kardashian, Zoë Saldaña, Paris Hilton, and Jared Leto.
ZenWTR is currently distributed across national, natural, and convenience banners, including Whole Foods Market, Walmart, Amazon, QuikTrip, Kwik Trip, Circle K Frontier Division, Bristol Farms, and Erewhon, with retail shelf placement across H-E-B scheduled to begin on 5 October.
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