MDR Brand Management has partnered with lifestyle company PURENorway to globally launch ethical canned water brand PURENorway Water. 
The natural glacial water from Norway will be packaged in recyclable aluminum cans. It will be available in still and sparkling versions across a variety of flavors including green tea and peach, citrus, ginger and lemon, watermelon and orange. 
"This is MDR Brand Management's first equity investment into a brand, and we have selected one that shares our values and with a strong environmental ethos,” says Daniel Avener, chief executive officer, MDR Brand Management. “PURENorway has built its brand on lifestyle products inspired by Norwegian's natural landscape, using environmentally friendly and recycled materials and ethical labor. Through this venture, we are capturing the essence of Norway, the sustainable way. PURENorway Water marks its first foray into the food and beverage sector, and we are excited to partner on the launch of this innovative, eco-conscious product." 
The brand will launch at retail in Q1 2020, with distribution already secured in the U.K., China, Japan, South East Asia and the Middle East. The sustainable water brand will donate 1 percent of turnover to the PURENorway Foundation, which will help fund projects and organizations aligned to its mission to protect the sea from plastic waste.
“We are very pleased to have teamed up with MDR Brand Management as a partner,” says Even Ovnerud, managing director, PURENorway Water. “Building a global brand within the food and beverage industry requires knowledge and network. MDR Brand Management have proven that they possess them both, and that they share our values regarding sustainability.”