As consumers become increasingly label-conscious, many still overlook the information that can be gleaned from their drinking water. NWB Finland Oy, the Finnish company behind AINA Natural Water, is aiming to change that by educating the public on the significance of Total Dissolved Solids (TDS), a measurement that reveals the concentration of dissolved minerals and salts in water.
TDS, expressed in milligrams per liter (mg/L), indicates the presence of naturally occurring substances such as calcium, magnesium, sodium, potassium, bicarbonates, chlorides, and sulfates. These minerals vary by source, giving each water its unique character. Marita Weiman, Quality Assurance Manager at NWB Finland Oy, notes, "TDS gives consumers another way to understand the characteristics of the water they're drinking. Water may look the same in a glass, but its mineral composition and taste profile can be very different depending on its source."
While TDS is not a health-based standard—the U.S. Environmental Protection Agency lists it under National Secondary Drinking Water Regulations, which address aesthetics like taste and appearance—it does influence flavor. The World Health Organization has acknowledged that dissolved solids can affect the taste of drinking water. This is where TDS becomes a valuable tool for consumers seeking a specific taste experience.
AINA Natural Water serves as an example of a naturally low-TDS water, containing approximately 32 mg/L. Originating in the Pudasjärvi region of Northern Finland, the water is naturally filtered through layers of soil, sand, and rock before being mechanically filtered and packaged. This low mineral content contributes to its soft, neutral taste and clean finish, a hallmark of the brand. Weiman emphasizes, "We want AINA to taste like what it is: natural water from Northern Finland. The low TDS is not something we've engineered into the water. It's one of the measurable characteristics of the source."
The company's commitment to natural purity extends to its packaging. AINA uses bag-in-box formats that significantly reduce plastic consumption compared to traditional bottled water. As NWB Finland Oy expands into the U.S., with AINA Natural Water set to be available through OneLavi.com, the company believes educating consumers on TDS is essential in a market flooded with marketing claims. "People are becoming much more interested in where their food and beverages come from and what they contain. Water should be no different. Understanding measurements like TDS gives consumers one more piece of information they can use when comparing the choices available to them," Weiman added.
For those interested in learning more about AINA and its sustainable approach, visit ainanaturalwater.fi and nwb.fi.
