Fiji Water Co., part of the Roll Global LLC family of companies, launched a custom, reusable straw for its bottled water. 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. To use the straw, consumers can swap out the original Fiji bottle cap with the new Fiji cap and straw. The Fiji Straw is available on the brand’s website, fijiwater.com, for $9.95 for a six-pack.