ALISO VIEJO, Calif.
April 9, 2013
/PRNewswire/ -- KOR unveiled its latest innovation, the Nava: an ultra stylish and convenient filtering water bottle for those seeking an alternative to bottled water. Nava contains its own replaceable filter that lasts 3 months under normal use, replacing 300 disposable bottles and saving consumers up to
in bottled water purchases. With Americans consuming and disposing of 20 billion plastic bottles each year – only 25% of which are recycled – the need for alternatives is greater than ever.
"Thirty years ago, the bottled water industry barely existed. Today, it's a
10 billion dollar
moral hazard. By providing a stylish, convenient alternative, we think Nava can turn back the clock on bottled water," said KOR Co-Founder and President
Nava's filter is made from coconut shells, widely recognized as the most effective material for carbon filtration. After harvesting, the shells are converted to activated carbon using a proprietary process that minimizes greenhouse gas emissions. Unlike coal, which takes millions of years to form and may contain heavy metals, coconut is a renewable and health-safe resource. Nava's filter has been independently tested to exceed NSF 42 standards for chlorine taste and odor removal.
Nava is packed with other breakthrough innovations that make it unlike any filtered bottle that has come before:
- The ultimate in drinking comfort – Nava's ergonomic mouthpiece is the result of over a dozen prototypes. It feels great on your lips and makes using Nava a joy.
- Optimized water flow – Nava's filter system was carefully designed to make drinking feel natural. Unlike other bottles, drinking from Nava doesn't require squeezing or biting. You sip naturally as you would from a straw.
- Hands-free and splash proof – Nava features a flip top push-button cap. Perfect for driving, working out or other situations where your hands are tied up and you want quick, splash-free hydration.
- Foolproof filter replacement – Nava is the first bottle with its own online filter subscription service.
"Although KOR's products have inspired a lot of people to 'embrace the tap,' far too many continue to rely on bottled water as their main source of hydration. Our goal was to create a bottle so insanely great that people would take it everywhere. With Nava, we think we have achieved our goal," said KOR Co-Founder and CEO
KOR is taking the unique step of launching Nava pre-sales on Kickstarter. According to Shustak, "Kickstarter's focus on storytelling meant it was the perfect way to get the word out about Nava. We envision our campaign as an event that everyone can rally around."