WaterOuai!

WaterOuai! is a beverage packaging and water brand that has developed a proprietary aluminum can technology designed to eliminate consumer exposure to microplastics, bisphenols (including BPA), and phthalates. Founded by a mother-son duo — Holly Thaggard, the founder of Supergoop! SPF, and her son Will — the company was born out of a shared concern over the well-documented dangers of microplastics found in conventionally packaged bottled water. The brand's origin story traces back to an elementary school presentation on microplastic contamination that inspired Holly to switch her household to glass bottles, a moment that left a lasting impression on Will and ultimately led to the creation of WaterOuai!.

At the core of the company's innovation is the SUPERCAN™, a groundbreaking aluminum can format that fundamentally reimagines how canned beverages are produced. Unlike standard aluminum cans, which use wet-applied coatings that can introduce contaminants, the SUPERCAN™ is constructed by lining flat sheets of aluminum with a solid, dry-laminated PET film before the can is molded into its final shape. This inside-out manufacturing process ensures an exceptionally even, safe barrier between the aluminum and the beverage, preventing microplastics and chemical leachates from ever coming into contact with the water inside. The company positions this process as more energy-efficient than conventional can production, adding an environmental benefit alongside the health-focused value proposition.

WaterOuai! targets health-conscious consumers who are increasingly aware of the contamination risks posed by conventional beverage packaging — including plastic bottles, glass, standard aluminum cans, and paper cartons. The brand argues that all of these traditional formats carry meaningful risks of introducing unwanted substances into drinking water, and that the SUPERCAN™ represents the first truly clean solution for packaged water at scale.

The company operates at the intersection of functional beverage, clean-label consumer goods, and sustainable packaging innovation. Its messaging is designed to appeal to wellness-oriented consumers, particularly those influenced by trends in clean beauty, health optimization, and longevity — audiences familiar with brands like Supergoop!, which shares a founder. WaterOuai! uses a playful, French-inspired brand identity built around the word 'ouai' (a casual French expression for 'yeah'), reinforcing an aspirational, lifestyle-driven positioning in the premium water and clean beverage space.

As a CPG supplier and brand, WaterOuai! is notable for its proprietary container technology, which could have broader implications for co-packing, private-label water, and the canned beverage industry at large. The SUPERCAN™ format represents a potential platform for other beverage manufacturers seeking a microplastic-free, BPA-free aluminum packaging solution.