Sustainability has remained a priority for many consumers, especially within the beverage packaging sector. Specifically, aluminum cans are attractive to consumers due to convenience and recyclability.

Shelly Garg, founder and CEO of Wave Kids, Scottsdale, Ariz., explains that the current canned water market has evolved from a niche sustainability trend to a rapidly expanding category.

“As consumers become more conscious of environmental impact, single-use plastic alternatives — particularly, infinitely recyclable aluminum cans — have gained strong momentum,” Garg shares. “Canned water now represents a growing share of the premium water segment, driven by eco-friendly packaging, minimalist branding and clean-label hydration.”

Although the category is relatively new, she notes that it is gaining traction, pointing to Liquid Death as a powerhouse within the segment.

“This momentum shows that canned water is here to stay, and Wave Kids is the first such brand created specifically for children,” Garg says.

Meanwhile, the founder states that the kids’ drink market has long been dominated by juice, sports drinks, traditional sodas and now newer sodas. Other products might not be made for kids, but are marketed toward them, Garg adds.

“Today, however, the category is transforming,” she says. “Parents are more discerning than ever, seeking options that align with their values: low or no sugar, transparent ingredients and responsible packaging. Sugar drinks are being replaced by better-for-you alternatives that prioritize health and sustainability, without sacrificing appeal to younger audiences.”

At the intersection of these two trends lies a unique opportunity that Wave Kids is proud to meet, Garg shares.

“Wave Kids is the first canned water brand for kids,” she says. “The goal was to remove the added sugars, syrups, carbonation, plastic straws and get down to the basics. Kids’ bodies just need water, but water hasn’t been marketed as ‘fun.’ We’re here to change that.”

Wave Kids brings kids 8.4-ounce cans that fit in their hands, with crisp, cool water and fun, interactive packaging that lets them know the product was designed for them, Garg describes.

“Our mission is to help kids build better hydration habits and provide families with a convenient, fun and eco-conscious hydration solution that both children and parents can feel good about,” she states. “The artwork is all designed by kids as well. So, when we say this is ‘For kids, by kids,’ we mean it.”

As both the canned water and kids’ drink markets evolve, Garg notes that innovation will come not just from flavor or design, but from purpose-driven brands that understand the values of the next generation — and those raising them, she adds.

Garg, who also is a mother and an FDA regulatory attorney, says she had been thinking for a while about why kids were still being handed sugar-laden drinks at every celebration, practice and playdate.

“Water was always the healthiest choice, but it wasn’t presented as fun or exciting,” she notes.

In January 2025, Garg says the Healthy Eating Research convened leading pediatric and nutrition organizations to issue new guidelines reaffirming what many parents already knew: plain water is the best beverage for kids.

“For me, those guidelines validated the Wave Kids concept and made this the ideal time to launch,” she explains. “The guidelines underscored the urgency of offering a product that makes it easy and fun for families to follow the science. Wave Kids bridges that gap: turning the healthiest option into the most appealing one.”

Part of Wave Kids’ appeal is its interactive packaging, which includes color-changing cans and art designed by children. Kids deserve products that they feel were made for them, the founder notes.

“We wanted Wave Kids to be fun, engaging and interactive in a way that would make water irresistible,” Garg says. “The color-changing ink provides surprise and delight: one design reveals hidden colors in sunlight, the other brightens when chilled. Both spark curiosity and play.”

The artwork was created by real kids, she adds, giving the cans an authenticity and energy that adults couldn’t replicate, reinforcing the brand’s “For Kids, By Kids” promise and builds a sense of ownership.

“Interactive packaging turns plain water into an experience — one that keeps kids coming back to hydrate,” Garg states.

A moving mission

Wave Kids’ mission includes health, sustainability and kids’ hydration.

Water is the best option for children’s hydration, Garg notes, and by making it fun, the brand has helped parents establish healthy habits early.

As for the sustainability aspect of the mission, Garg says the brand opted for aluminum cans because they are infinity recyclable and assist in reducing plastic waste.

“Everything about Wave Kids is designed with children in mind, from the smaller 8.4-ounce serving size to the bright, silly art and color-changing cans,” she shares. “At our core, we believe hydration can be both functional and joyful. Healthy habits stick when they feel fun.”

The response from families has been phenomenal, the founder states, with parents sharing that their children actually ask for Wave Kids.

“One pediatrician mom shared that her son now finishes a whole can, something she had struggled to get him to do with water before,” Garg says. “Kids love the can size, the ‘grown-up’ pop-top and the hidden surprises in the art when the can changes color. Parents love that their kids are drinking more water, without nagging.”

Wave Kids is water kids will actually want to drink, she adds.

The canned kids’ water is currently available direct-to-consumer (DTC) at Wave-Kids.com, with a near-term goal to expand distribution to Amazon, natural grocery and retail stores, as well as convenience channels.

“Long-term, we want to be wherever kids live, play and celebrate — at restaurants, amusement parks, sports stadiums and major events via food trucks and other distribution,” Garg says. “Ultimately, when parents reach for a drink for their kids, we want water to be the fun, obvious choice.”