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The first year’s success of new ethical water brand Thirsty Planet has led to three quarters of a million people in some of the poorest parts of Africa being given access to clean water for life.

Launched on World Water Day last year, Thirsty Planet’s aim is to bring clean water to 10 million people in sub-Saharan Africa by the year 2015. As World Water Day 2008 approaches (22 March), Thirsty Planet – produced by Harrogate based Waterbrands – has secured a 65% share of the ethical water sector in its first year, generating over £370,000 to help more than 750,000 people.

For every multipack of 8x500ml or 6x1.5ltr bottles of Thirsty Planet sold, 50p is given to the charity Pump Aid which helps villagers to dig wells and install cheap and easy-to-operate ‘elephant’ pumps. Contributions from every individual bottle sold also funds the pumps, which do not need any specialist knowledge to maintain and can be repaired with easily available materials, such as plant fibres.

Speaking in the run-up to World Water Day, Waterbrands Managing Director Paul Martin said: “The success of this first year is fantastic, and a great start towards reaching our goal. While our business has obviously had a terrific 12 months, the fact that we’ve gone on to help three quarters of a million people makes the achievement that much more enjoyable.”

The success of Thirsty Planet is also helping to drive value growth in the otherwise stagnant bottled water market.

“The recent outcry over PET bottles and food miles has led to a backlash in the media against all bottled water,” said Paul. “It seems to be singled out for criticism, but it is not the only product packaged in plastic or transported in bulk.”

“What is rarely mentioned is the fact that 85% of bottled water drunk in the UK comes from sustainable, natural sources and that 75 per cent is sourced here in Britain. Thirsty Planet certainly falls into both categories.

“What we offer with Thirsty Planet is a healthy and convenient way of getting refreshment in addition to making a real difference to the lives of people who are in desperate need.

“It’s easy to forget that water remains an incredibly precious resource for millions of people across the globe, yet one we largely take for granted on these shores,” he said.

“It's scandalous that in the 21st century there are a billion people on the earth who are still having to rely on dirty, contaminated water, when it costs only £250 to install a well and a pump that will serve a community of 500. This work will ensure a clean water source and prevent thousands of under-5s from dying.”

Paul explained that having a source of clean water means so much more than people not falling ill as often.

“What we take for granted is a constant worry for the villagers – especially women - whose daily routine is dominated by the never-ending trudge to and from the water hole with heavy buckets,” he said. “By choosing Thirsty Planet, consumers know they are giving someone renewed hope and the chance of a better life."