A product served up to the stars at this year’s Vanity Fair Oscar after-party was dreamed up by three young Jewish UK entrepreneurs just two years ago.
Ariel Booker (24), Josh White (26), and Perry Alexander Fielding (29) all from north-west London, run CanO Water, providing water in cans rather than in plastic.
They were inspired to do so after Mr Booker visited an island off the coast of Thailand and saw the “pure devastation” of washed up plastic products.
Products are now stocked in Selfridges, Fenwicks and Whole Foods and will be sold via Ocado from April.
It was in Selfridges that a member of Vanity Fair’s special products team saw their water.
“She called the number on the back, which, by default, goes through to my phone,” said Mr Booker, adding that it was “very exciting” when he found out about the Oscars after-party.
The company will be “launching larger sizes and probably some flavours towards the end of the year.” Mr Booker also hopes we’ll be seeing the water in kosher stores in the future.