top of page

The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

FoodBev Media Logo
Access more as a FoodBev subscriber

Sign up to FoodBev and unlock more insights from the international food and beverage industry. Subscribers have access to webinars, newsletters, publications and more...

Domino September - Website Banner - GS1 - 300x250.gif
Jules Birch, Works with Water
FoodBev Media

FoodBev Media

16 July 2008

Jules Birch, Works with Water

Where did it all begin?

I began developing the range back in 2003 and launched the range in 2006, so we’ve just reached our second anniversary. I’ve always worked in the food industry, latterly in the pharmaceutical and nutritional sector, and recognised that spring water would be a good carrier for many specialised health ingredient products and that functional/nutraceutical was the direction in which the beverage market was moving.

Who are your partners in this venture?

It was while researching functional food ingredients that I was introduced to global ingredients specialists DKSH and it was actually with their support and encouragement that I established the company. Frankly they said - why don’t you do it and we’ll work with you? It didn’t take me long to decide to take the plunge. I knew the major costs would be in the NPD (new product development) stages and if they hadn’t been willing to commit to working with me over an extended period of time then I probably wouldn’t have a business now. I now work closely with their London office who have become not only great colleagues but good friends too – they joke they’re my southern office! I simply couldn't have done it without them.

What do clinical studies show?

The efficacy of our waters is based on the solid science behind the ingredients. Spring water is the vehicle to deliver the benefits in a convenient, inherently healthy format. What works in Works with Water is the science behind it. For example, if you drink two servings per day over four to six weeks (that’s two 50cl bottles a day) the results will be clearly evident - whether you are looking to control blood pressure (120/80) or to improve the condition of your skin (Beauty). We work to the 50% rule in both cases, delivering half of the clinically effective dose in each serving. We know exactly what the content of each bottle is, what it will deliver and consumers can have the same confidence. I am quite a black and white sort of person and I think consumers definitely don’t like vague, so we’re definitely not.

Who actually manufactures your products?

Our co-packer is based here in the North West. They're a global beverage company, and I didn't initially go to them, thinking we just were not big enough (but I had to kiss an awful lot of frogs until I found the plant that could produce our waters to the correct specification!) They have been enormously helpful, and having our production facility only 20 minutes away from our offices is particularly helpful when we have launch productions at 2am.

Why did a large corporation say yes to us? When I first approached them, we had no listings but we had a strong USP and the health benefits were evident, well researched and innovative. At the time, even vitamin-enhanced beverages were not on the shelves here in the UK, but as a global company they could see the potential for success and that we were ahead of the field.

Will you be expanding globally?

There is massive potential. We launched our newest water, Beauty, just this April and have been inundated with enquiries from around the globe – both from consumers wanting to obtain our products and companies wishing to distribute or produce them under licence.

What are the highs and lows?

The highs are, following months of development, launching a new product and receiving such a tremendous response from trade, consumers and press. The lows are not securing listings (not even getting a meeting with the buyer!) with major retailers when consumers are clamouring to buy the product and asking why it’s not available through a specific retailer.

We appear to have a firm following of customers who are doing what they can through ‘people pester power’ with their preferred retailer, so I’m hopeful this low will become a high.

What goes into your drinks?

We pride ourselves on having a very short list of ingredients. Everything that goes into our water is clearly declared. Obviously, we have spring water, the key compound ingredient, natural flavours, malic or citric acid for stability and sucralose for flavour enhancement. Despite the space limitations, we ensure as much information about our waters is declared on the label.

Are consumers well informed?

They're becoming increasingly so, thanks to the media who are highlighting nutrition and products which purport to deliver specific benefits.

Engaging our customers is essential. Last year, we conducted an informal study group on our 120/80 water, inviting participants, all of whom suffered from hypertension and many of whom were taking prescribed medications, to drink the water daily for a month and keep a diary logging any changes during the period, such as stress or bereavement which could impact negatively. Although not a clinical study, the results were significant and in line with the clinical studies on dairy peptides. In addition, all the participants were keen to share their experiences, health concerns, tips and nutritional needs. All invaluable market information when we’re developing future products and strategies. We’re now embarking on a similar study group with our Beauty water.

How did you get into the major supermarkets?

We sell through the major supermarkets of Tesco and Morrisons. I went about it the usual route through constant telephone calls asking for a meeting (usually to voicemail!) and sending lots of bottles of product in the hope that they would eventually look at it. I kept going thinking they would eventually say ‘stop bothering me’ or I’d get a meeting. Which we did. I knew we had a good chance as the product speaks for itself.

One category buyer said, “I would love to have a whole category devoted to you, but it's the big brands that have the marketing which shift most stock". As a smaller brand, you have to fight for shelf space and fight for consumer attention, and your product has to stand up for itself.

We’ve demonstrated that we not only can innovate faster than the big players, but we are in a position to grow our brand totally around a 'nutrition in water' offering . . . and we’re now getting the shelf-space!

What are you doing to promote your products?

Our Beauty design was created by a young North West company called Oneighty Creative. The final flavour for Beauty was decided by a panel of Health and Beauty editors and we’ve received some fantastic press coverage from launch.

Brand awareness is critical and getting brand-in-hand is a great way to generate buzz and demand. We are sampling Beauty with Specsavers during their SWOTY campaign. Our ‘slogan’ for Beauty is ‘Those who look for Beauty find it'. So it’s a great fit and fantastic to partner such a well established brand. We’re running similar activities during the coming months across a variety of channels, supporting both Beauty and 120/80. Our pr company Beattie Communications have done a fantastic job promoting Beauty and they’ve a terrific high-profile client base who we have the opportunity to work on co-brand promotions.

What about global licencing?

We're not yet ready for the global market, though it seems to be ready for us. We've been inundated with enquires from the US, China and India from companies interested in distributing.

We're talking to a number of companies to establish if they have the manufacturing capabilities and expertise, and we’re looking to secure manufacturing partners in specific countries to produce the brand under a licence agreement.

We don’t believe that shipping water from the UK is an option, despite the persistence of a number of companies keen to distribute the brand. There’s clearly a reason for this persistence and we don’t want to discourage their interest. So we want to find the right mechanism to make the export of the Works with Water brand a success. But as we’re such a young company I confess at times it can seem a little overwhelming. They do say “Be careful what you wish for.”

And what’s next for kids' drinks?

We’re relaunching our Little Squirts range in 250ml lunchbox format. Using Orafti’s Beneo ingredients, Little Squirts Probiotic for improved digestive health comes in strawberry and vanilla flavour while Calcium Bonus blackcurrant & liquorice contains Oligofructose, clinically proven to increase bone density by up to 20%. More than 450 clinical studies have been carried out in support of these claims.

Do you see tap water as a rival product?

We are not just for straight hydration, but spring water with specific health benefits, great taste, low calorie and a healthy alternative to carbonates, juices tea and coffee.

However, today we are all much more mobile and we are no longer close to the kitchen tap when we need a drink. I believe in balance and choice and think some of the bad press given to bottled water is totally unfounded. After all, we don’t go around with taps on our back!

Most importantly what is coming next?

We’re constantly looking at what’s new in terms of ingredient innovation with solid scientific efficacy. It can be enormously frustrating as we frequently want to work with an ingredient that delivers a fantastic benefit - which we know resonates with consumers - but that is not suitable in water due to solubility issues, degradation, taste. In many ways I couldn’t have picked a harder product to work with . . . as there’s no place to hide in a clear spring water!

Our latest move is into multipacks - to make carrying out of store easier. This also means we take up more shelf space and so will have greater brand recognition.

Today’s consumer is looking for a clean label, preservative free product which delivers specific health benefits they need and understand and in which they can have full confidence. Our aim is simple and clear: to deliver water that works.

bottom of page