Los Angeles-based Fiji Water Co., part of the Roll Global LLC family of companies, will launch a custom, reusable straw for its bottled water in April. Development for the Fiji Straw began after the company noticed several of its influential fans were using straws to sip the water on red carpets or concert stages. As a result, it created a dishwasher-safe, BPA-free straw that is built into the bottled water’s custom-made blue cap, designed for its 330- and 500-ml bottles.

"We started to see some of our most loyal and highly visible fans in entertainment using straws to enjoy Fiji Water on stage and on the go," said David Bowman, vice president of marketing for Fiji Water Co., in a statement. “For us at Fiji, it all starts with the enjoyment of this one-of-a-kind water, and the straw is an obvious means for our fans to savor their Fiji in a way that is consistent with their busy lifestyles.”

To use the straw, consumers simply must swap out the original Fiji bottle cap with the new Fiji cap and straw. Beginning April 22, the Fiji Straw will be available on the brand’s website, fijiwater.com, for $9.95 for a six-pack.