Lance Collins Targets Premium Water Market with Plastic-Negative ZenWTR

The brand distinguishes itself by securing the world's first Plastic Negative Certification, committing to recover and recycle double the amount of plastic it produces annually. This initiative draws on a supply network spanning Indonesia, Thailand, Ecuador, and Paraguay, where local collection infrastructure is incentivized to prevent plastic waste from entering marine ecosystems. Beyond the environmental mission, the product utilizes a proprietary blend of electrolytes, including calcium and potassium, to achieve its signature taste profile.

ZenWTR has attracted a high-profile investment group, including Travis Kelce, Phil Knight, and Jessica Chastain, signaling significant confidence in the brand's potential to scale. The product is currently stocked at major retailers such as Whole Foods Market, Walmart, and QuikTrip, with expansion into H-E-B locations slated for October 5. By integrating high-end hydration with a measurable ecological mandate, Collins aims to position the company as a leader in a category increasingly scrutinized for its reliance on single-use materials.