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The UK launch is supported by a £2.5m advertising campaign, which starts in June 2008. The creative platform, executed by advertising agency Hooper Galton, centres around an 'ice woman' – an embodiment of Isklar's pristine glacial provenance.

The Isklar bottle, inspired by the crystal qualities of ice, mirrors nature by reflecting and refracting light through its facets. The campaign, which aims to reach 'mass market premium' consumers, will cover TV and print, running across titles including Marie Claire and Waitrose Food Illustrated.

Isklar, which launched in Waitrose and Morrison's stores nationwide last month, has recently secured distribution in Sainsbury's, with product set to go into 96 stores within the South and South East area from June. Sainsbury's will carry SKU's of 6 x 500ml bottle packs and 1.5 litre singles.

Environmentally sound

Isklar believes that exceptional purity should not cost the earth and aims to be an environmentally responsible mainstream water brand in Europe. The Isklar factory is powered by hydro-electricity, so no carbon emission is produced during bottling, and was created by converting an old wooden mill incorporating energy-efficient practices and equipment. The plant is located directly next to the Hardangerfjord, so it can be loaded straight onto a container ship and its carbon footprint is minimised further by piggy-backing off existing shipping routes. The bottle is made from recyclable PET, and the Group recycling facilities ensure that Isklar has the capacity to re-process 10 bottles for every one sold. To develop the 'cradle to grave' sustainability further, recycled PET will be incorporated into new bottles over time.

Meaning ‘ice-clear’ in Norwegian, Isklar emerges from a natural source beneath one of Norway's largest glaciers, Folgefonna. The glacier is protected from contamination by human activity as it sits between two national parks in the Hardanger region of Norway, the second least polluted country in the world after Finland, making Isklar one of the purest mineral waters on the market.