Blue AB Sharpens Strategic Focus on Water and Beverage Solutions to Drive Environmental Impact

Stockholm, Sweden, April 21, 2026 — As the planet marks Earth Day 2026, Blue AB, a purpose-driven company investing in environmental technologies, today announced a refined strategic direction to concentrate on its water and beverage portfolio, reinforcing its commitment to tackling one of the most immediate and scalable sustainability challenges: access to clean drinking water without plastic waste.

The announcement aligns with this year’s Earth Day theme, Our Power, Our Planet, which highlights the role of communities, infrastructure, and innovation in shaping environmental and economic resilience. Blue AB sees water as a critical intersection point where these forces meet.

Since its founding, Blue AB has backed a range of green-tech ventures spanning water purification, beverage innovation, and renewable energy. As part of its evolving strategy, the company is now preparing to divest its shareholding in Baseload Capital, a geothermal energy business it supported at an early stage.

“Baseload Capital has grown into a strong and capable company, and we’re proud to have been part of that journey,” said Bengt Rittri, Founder and CEO of Blue AB. “At the same time, we see an opportunity to create greater impact by focusing our efforts where we have deep expertise and proven solutions—water and sustainable hydration.”

Blue AB’s core portfolio includes companies such as Bluewater, Tappwater, and FloWater, each addressing different aspects of water quality, access, and consumption. Together, they aim to reduce reliance on single-use plastic bottles while improving the safety and taste of drinking water across homes, workplaces, and public environments.

Technologies developed within the Group, including Bluewater’s advanced SuperiorOsmosis™ purification and LiquidRock® tech platforms for purer, healthier hydration and beverages for home, work, and play, reflect a broader ambition to rethink how water is treated, consumed, and valued.

The strategic shift comes at a time when water systems are under increasing pressure from population growth, pollution, and climate-related disruptions. These challenges carry direct consequences for public health, food security, and economic stability – issues that Earth Day continues to bring into focus.

“Water is not only a resource; it’s infrastructure, it’s health, and it’s economic stability,” Rittri added. “If we can improve how water is accessed and consumed, we can reduce plastic waste, lower costs, and strengthen resilience at the community level.”

Blue AB portfolio manager Klas Gustafsson emphasises that the company’s decision to streamline its portfolio reflects a long-term view of sustainability – one that prioritises measurable impact, operational focus, and scalable solutions.

“As Earth Day mobilises communities worldwide to take action on clean water, clean energy, and environmental protection, Blue AB is positioning its next phase of growth around a single, clear priority: advancing hydration technologies and businesses that make sustainable water consumption the norm, not the exception,” Mr. Gustafsson said.

• - Portfolio enquiries to Klas Gustafsson at klas.gustafsson@blueab.se
• - Press enquiries to Dave Noble, Chief Communications Officer, david.noble@bluewatergroup.com

About Blue AB

Blue AB is a purpose-driven holding company investing in innovative environmental technologies, with a strategic focus on water purification, beverage solutions, and sustainable resource use. For more information about the Blue AB portfolio, visit bluepurpose.com.