Ever and Ever is a new aluminum canned water brand, launching to disrupt the conventional water category dominated by single-use plastic. Unlike single-use plastic water bottles, Ever and Ever aluminum bottles are easily and infinitely recyclable when disposed of correctly in a recycling bin. Nearly 75% of all aluminum ever produced is still in use today, compared to 91% of plastic waste having never been recycled. Yet, one million single-use plastic bottles are sold every minute around the world. While consumers are becoming increasingly aware of the environmental impact of single-use plastic, their choices in grocery stores are limited. Ever and Ever is a catalyst for change in the water aisle and gives consumers on the go – who left their reusable water bottles at home – the opportunity to purchase single-use waters that won’t harm the environment.