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 \u0026 Sports Nutrition Session, scheduled for September 14–17 in Palm Beach Gardens, Florida. The company is positioning the product in the premium water category with a bag-in-box format that uses substantially less plastic than conventional individual bottles.

AINA Natural Water is packaged in 5-liter and 10-liter bag-in-box containers rather than the single-use plastic bottles commonly used for premium water. The water is naturally filtered groundwater sourced from the Pudasjärvi region of Northern Finland. According to NWB Finland Oy, it contains approximately 32 mg/L of Total Dissolved Solids, resulting in a soft, neutral taste and clean finish.

The company’s retail strategy emphasizes sustainability as a merchandising feature. “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 design is intended to provide several potential advantages for retailers. Its distinctive appearance can help the product stand out among traditional bottled water, while the larger format is designed for everyday use in homes, offices, and other settings. The packaging also presents a straightforward sustainability message: consumers can buy a larger quantity of premium drinking water while using 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 is participating in ECRM as it continues expanding AINA Natural Water in the United States. The company’s first U.S. consumer availability is expected through OneLavi.com. At the event, NWB Finland Oy will present AINA as a way for retailers to differentiate their premium water category through distinctive shelf presence, a clear sustainability message, consumer relevance, its 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.”

More information about AINA Natural Water is available at ainanaturalwater.fi. Information about NWB Finland Oy is available at nwb.fi.