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bobble life - our story

We invited people to adopt bobble. And the reaction has been explosive. Across the planet, bobble has made a very personal connection with individuals who share our passion for responsible, beautiful and fun products that highly respect the environment.

bobble is a leading brand in the rapidly growing reusable, self-filtering water bottle category. bobble offers a more sustainable solution to the egregious waste created by the 38 billion disposable water bottles thrown away every year in the U.S. Each washable PVC-free, BPA-free, phthalate-free, and guilt-free bobble comes with a replaceable filter that removes chlorine and impurities from traditional tap water, rendering each sip cleaner, crisper and more refreshing. Each bobble filter works at peak capacity for approximately two months, after filtering forty gallons of water. This equates to replacing 300 single-use water bottles.

Since bobble's introduction in 2010, the brand has grown furiously and our products are now available in all 50 states in the USA, from department and specialty stores and mass-market retailers to corner boutiques. We are in more than 35,000 stores, nearly three dozen countries and on five continents. Millions of bobbles have been sold worldwide.

In 2013, bobble was acquired by Seventh Generation, a 25-year pioneer in the sustainability arena and one of the nation's leading green brands. Aligned missions centered on human and environmental health makes bobble a perfect addition to Seventh Generation's expanding product portfolio, and an ideal first milestone in Seventh Generation Ventures, Inc.

At bobble we love design. We are design entrepreneurs. We see beauty in our environment, all around us, and we strive to protect it by designing affordable, sustainable products. And where we don’t see beauty, we try to create it. This is our driving philosophy. It is why we started our company.

We believe in design with a purpose. Our first product, bobble, effectively pioneered a new category: personal, portable water filtration. bobble is a reusable, filtered water bottle engineered to change people’s drinking habits by slowing the mass consumption of single-serve water bottles.

The mere fact of bottled water is itself a funny thing. Clean, serviceable tap water flows directly into the majority of the world’s homes in industrialized nations. While of varying quality, it is free and widely available. Yet this resource goes largely untapped. For many, municipal tap water is considered second-rate, a drink of last resort. Even in a city like New York, famed for the quality of its tap water, single-serve bottled water is wildly popular. Each brand proclaims the alleged purity of its source: mythical mountain streams, hidden lakes, tropical isles in the Pacific, Alpine glaciers. The concept sells. One estimate suggests that the world consumes more than 200 billion single-serve bottles of water per year.

Yet stroll through the streets, sidewalks and landfills in and around New York and you’ll see the impact of that popularity. The same is true in Paris, in London, in Sao Paolo, in Tokyo and nearly every region worldwide. These water bottles strangle our sea life and litter our sidewalks

In 2008 our founders, Richard and Stephanie Smiedt, were developing product in Asia when they passed by an open field piled high with factory waste. The scale was massive, breathtaking (quite literally). The field was a graphic illustration of the often-invisible impact of production and consumption. Richard and Stephanie felt compelled to move in a different direction.

They turned their attention towards single-serve plastic water bottles. If those bottles were exacting a murderous toll on the environment, they would simply need to reinvent them. They had seen consumer willingness to replace plastic bags in the checkout line and felt confident consumers would do the same with water bottles. The invention of bobble’s portable filter was a signature milestone; the filter makes bobble possible, and distinguishes it from the cluttered field of water bottles. With bobble, consumers could make their own visible statement about their belief in functional, ecologically pure business practices. In doing so they can enjoy the experience of healthy, single-serve water, minus the financial and environmental cost.