UK-based Amcor has launched Flexibles AquaFlexCan 250ml pouches for runners in place of plastic bottles.
The company said the pack has a lower carbon footprint than plastic or glass bottles, weighing only 3g.
When it is dropped on the marathon route, it was was easily crushed to avoid harming subsequent runners.
Iconiq Drinks, which is the first UK company to use Amcor's product, is a sponsor and official water supplier to the Brighton Marathon, the Greater Manchester Marathon and the Marathon of the North.
Iconiq Drinks founder Chef Gary said using the AquaFlexCan meant 90% less landfill - the equivalent of a third of the average UK citizen's entire carbon footprint for a year.
"Runners at this year's events found the top quality Scandinavian water pouches perfect to quench thirst during the run, light to carry, and that they were also able to run with them without spilling," said Gary.