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Recently set-up Iceni Waters, based in the UK, has recruited Shaun the Sheep to promote the benefits of drinking mineral water to children. The company has joined forces with animation firm Aardman to create 33cl sports cap bottles using cartoon images of Shaun the Sheep.

Complete with labels featuring Shaun wearing a diving mask and snorkel outfit and matching branded shrink wrap packs for six bottles, the water will be available in retail outlets from May 2008.

Iceni Waters Managing Director Brett Fleming-Jones commented: “Research shows that 86% of children in the UK have a higher daily sugar intake than recommended. We decided to create a fun 33cl bottle that would encourage children to drink water in preference to other soft drinks and decided to work with a high profile television character.

“We wanted a personality that was truly English and wholesome to resonate with Iceni: a natural mineral water of provenance – and Shaun fits the bill perfectly! Moreover, Shaun the Sheep has extremely wide appeal.

“It's not just the kids who watch his TV show, Shaun appeals across all age spectrums and this is reflected in the scope of licensing agreements signed by Aardman.”

Aardman Head of Marketing and Licensing Sean Clarke added: “We are delighted to partner with Iceni Waters. We have created a number of funny and quirky water based images of Shaun the Sheep. This combined with his broad appeal, will I'm sure be the formula for hugely successful bottled water.”

Special edition Shaun the Sheep Iceni Water is distributed in the UK by Danfood.