Water sells itself on green credentials

21 March, 2008

A new bottled water brand from England is targeting consumers looking to cut their carbon footprint.

Iceni Water is bottled at source in Duxford, Cambridgeshire, at an £11 million

plant. The water, which is said to be naturally high in calcium and low in sodium, is drawn from a chalk aquifer beneath the South Cambridgeshire countryside.

The company hopes the appeal of a locally-sourced and bottled water will prove a major incentive to buyers.

"It is being promoted as an alternative to the major Scottish and overseas bottled water brands which incur substantial food miles during distribution.

Managing director Brett Fleming-Jones said: "Given the UK consumer's growing awareness of and insistence on good food provenance and low food miles, there is a clear gap in the market for a truly English brand, particularly one  to serve London and the south east where bottled water consumption is highest."

It will be supported by a £650,000 launch campaign that includes in-store activity, consumer sampling, advertising, sports sponsorship and consumer and trade PR.

Iceni Water will be distributed in the UK by Danfood. It is available in 33cl, 50cl, 75cl and 1.5-litre recyclable PET bottles.

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