A convenience store is more than just a place to watch the world go by. For Sean Banks, it was where he did his market research.
"I used to be a store manager for Rutter's convenience stores, and I was constantly filling up the water coolers," Banks says. With an eye for trends and a knack for creativity, he saw his chance. Banks asked customers questions about why they liked flavored water as he rang them up, but he noticed that a lot of the options weren't as healthy as they seemed. He eventually gathered enough demographic data to make a move.
By 2019, Banks went all in on his business: KRISPwtr—a Harrisburg company slinging artfully flavored spring water with no artificial ingredients or sugar.
KRISPwtr products cover the bases. The Flavas line offers a subtle flavor splash with concoctions like strawberry pineapple and organic blueberry lemon. The Fruit-ish line, including coconut and watermelon flavors, is more of a full-flavored beverage, but "you can drink it after playing basketball or working out and it doesn't sit on your stomach weird," Banks says.
This isn't Banks' first business move. As a kid, he printed and sold his own t-shirt designs. He once had a denim line that sold in 40 stores as far west as Chicago. "It taught me a lot," Banks says. "But it kind of got me ready for where I'm at today."
A native Pennsylvanian, Banks knew he wanted to source his water as locally as possible. His spring water comes straight from the Locust Mountains at six parts-per-million. Banks says that's "one of the cleanest spring waters out of the source that you can get in North America."
Being a fresh player in the beverage sector has its obstacles, and Banks says that's only emphasized as a Black person. "I'm an anomaly," he says about his role in the industry. Shortly after the police killing of George Floyd, Banks had an encounter at his warehouse alongside his wife and two daughters.
"We're wrapping up these pallets of water," Banks says, "and we notice a car driving by and staring at us."
Next thing he knew, the cops arrived and questioned his presence, informing him they got a call he was stealing stuff out of his very own warehouse. Banks complied and provided all his information, but not before trepidation sank in for his family.
Despite oppression, Banks has pushed his way through in the healthy beverage arena.
As for what makes health so important for Banks, it's two-fold. There's his mother, who was diagnosed with diabetes around the time he started KRISPwtr. "We knew we had to make a shift for her," Banks says.
Then there's his community. Banks understands the effects that systemic racism can have on health. The American Diabetes Association tells us that the rate of diabetes in Black people is 11.7%, whereas it's 7.5% for White people. Food deserts play a major role in this, but so does advertising. According to the Rudd Center for Food Policy & Obesity at University of Connecticut, Black teens view 119% more food ads than White teens, half of which come from fast food companies. That's why Banks says, "Our mission is to give two percent of our profits back to organizations that aid in fighting diabetes and obesity in underserved communities."
Banks is generous with his profit in more ways than one. He intentionally misses out on some revenue so he can keep his prices below the competition. At $1.29–$1.89 per bottle, he says customers can get a bag of chips and a KRISPwtr for $2.50. "That may not be the healthiest thing for you, but at least you're not getting a bag of chips and a soda," he says.
Banks knows little things add up, which is why KRISPwtr packaging is made from 100% recycled plastic bottles. He says, "We need to do our part and try to reduce the plastic intake and the waste."
For Banks and his family, building KRISPwtr has been nothing if not worth it. As for his favorite flavor, Banks says, "it's like asking what kid is your favorite." But it didn't take long for him to settle on grape from the Fruit-ish line. "It reminds me so much of when I was a kid drinking grape Kool-Aid," he reminisces, "though without all the sugar to go along."
KRISPwtr is now in stores, including 155 Giant Food Store locations across Pennsylvania and spots in all five New York City boroughs. You can also find KRISPwtr on their website and Amazon store.
KRISPwtr | krispwtr.com
