VITAL Drinks, a functional drinks brand with a unique environmental guarantee – to plant one tree in Malawi for every can sold, has launched a range of still vitamin waters.
The still vitamin waters are the only functional drinks to contain 100% of vitamin groups with zero calorie, zero sugar, zero artificial sweeteners and zero preservatives. The vitamin water is made with British spring water and boosts the immune system, reduces fatigue and improves mental well-being.
VITAL’s values underpin its mission to take action to invest in the environment. To make this a reality, VITAL has partnered with Ripple Africa, a charity that is empowering communities in Malawi.
Ripple Africa will plant one tree for every can of VITAL sold, transforming the landscapes and the communities they serve.
“We aim to give consumers drinks that they have come to expect: great taste, good for their health, environmentally sustainable, whilst giving back to society,” said VITAL Founder Al Duffield. “No fake promises, no fake environmental commitments in the future and no nasty ingredients – what you see is what you get. We aim to be the UK’s favourite healthy soft drinks brand and our first product contains all 13 vitamin groups your body needs to function effectively.
“By partnering with Ripple Africa, we immediately put back into the environment and broader community. We have committed to plant one tree in Malawi for every can sold. We are taking action from the very first can sold, which demonstrates our respect for the natural world and a genuine will to be a force for social and environmental good. We want VITAL to be known as a brand inspiring positive change.”
VITAL is launching with two flavours of still vitamin water – strawberry & yuzu and lemon & lime. They both contain all 13 vitamin groups. The plant-based drinks are sugar-free and have zero calories. They contain no artificial sweeteners, are GMO-free and are HFSS compliant.
VITAL has raised investment from over a dozen industry veterans who have founded or advised Bibendum Wine, Fuel10K, Jubel, Pip & Nut and Mr Trotter. Peter Littlewood (ex VP at MARS) takes on an advisory role.
“We are very proud of our tree planting and forest conservation programmes, which have seen some 21 million trees planted and managed in Malawi over the last 20 years,” said Ripple Africa Founder Geoffrey Furber. “VITAL’s commitment to plant one tree for every can of VITAL sold will be a tremendous boost for our tree planting programme and communities in Malawi.”
Ripple Africa plants a wide range of trees to support biodiversity, including pine, Tasmanian blue gum, eucalyptus and a wide variety of fruit trees. This is different from planting one type of tree for harvesting. The trees and increasingly large forests are actively managed, including replacing trees when necessary.
The charity’s 21 million tree-planting project is one of the largest and most successful in Malawi, providing a long-term solution to fighting deforestation in Africa caused by the destruction of indigenous forests.
