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Bottled water for kids relaunches in a throwback package

from Bloomberg Businessweek

In 2008, Y Water, an organic, vitamin-infused water for kids, began selling at Whole Foods (WFM) stores around the country. It charmed the press, including Bloomberg Businessweek, in large part because the plastic packaging, designed by Yves Béhar, was shaped like a tetrahedron and doubled as a toy; it interlocked with other Y bottles to form molecular-like structures. There was just one problem: The whimsical bottle proved too difficult to fill, and in 2010 the company ceased operation until it could find a better container. Now, Y Water has relaunched in a unique milk-carton design that dates to 1940s Europe. more

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