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A new English natural mineral water, drawn from a chalk aquifer that lies deep beneath the South Cambridgeshire countryside, is set to offer English consumers a real alternative to the major Scottish and overseas bottled water brands when it launches in March 2008.

Iceni Water, named after the famous East Anglian tribe ruled by Boudicca in 60AD, will be supported by a £650,000 launch campaign which includes extensive in-store activity, consumer sampling, advertising, sports sponsorship and consumer and trade PR.

Available in 33cl, 50cl, 75cl and 1.5 litre 100% recyclable plastic bottles, Iceni will be available nationally in UK supermarkets and retailers from mid March.

Iceni Water, naturally high in calcium and low in sodium, is bottled at source in Duxford, Cambridgeshire at a purpose-built £11 million bottling plant – the most technically advanced plant of its kind in Europe. The brand offers a real alternative to imported water that incurs substantial food miles during distribution.

Iceni Waters Ltd Brett Fleming-Jones, Managing Director 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 that can serve London and the South East where bottled water consumption is highest.”

In 2008 more than 25 million litres of Iceni Water will be bottled, placing it within the top 10 bottled water brands in the UK, and it is anticipated that production will double within two years.