Isbre Holding Corp, importer of Isbre Norwegian Glacier Spring Water, has announced placement into the 117 store Houston Division of Kroger supermarkets. With over 2,500 stores, Kroger is the largest supermarket chain in the US. Isbre also announced placement in the four Long Island Wild by Nature markets, highly regarded natural food stores owned and operated by King Kullen Grocery Company. Over the past year, Isbre has achieved supermarket placement in Stop & Shop, ShopRite and Kings and is currently available in over 3,500 retail locations, hotels and restaurants from Maine to Virginia. Isbre Holding Corp, headquartered in Montvale, NJ, is a producer, distributor and marketer of bottled and bulk water. Isbre's source is a spring located in the glacier region at the end of the Hardanger Fjord on the West Coast of Norway. Currently, the water is bottled in Norway and is sold in the US and Europe. Starting in 2009, Isbre intends to transport water in tanker ships directly from its spring source to a bottling plant on the Delaware River in Bristol, Pennsylvania. Additional bottling facilities are scheduled to open throughout the US over the next five years.

*Herbal Water, the only nationally available USDA Certified Organic flavoured water, is now available at more than 500 Safeway Stores. * Herbal Water blends hand-selected, organically grown herbs with purified water and nothing else – no preservatives, colours, artificial ingredients, sweeteners or calories. Herbal Water is available in six flavours: ginger lemon peel, cinnamon orange peel, lemongrass mint vanilla, lavender mint, cloves cardamom cinnamon and jasmine vanilla "Herbal Water is a healthy alternative to beverages that contain calories and artificial flavours," said company founder Ayala Laufer-Cahana. "As more people demand healthy and organic beverages, we're delighted that our line of Herbal Water will be available to them at Safeway stores." Recently, Herbal Water was recognised by Delicious Magazine as a "delicious flavoured water a great sugar-free alternative to soda … this water is smooth and refreshing". In addition, <1> named Herbal Water 'Product of the Week' and noted that Herbal Water's "flavour is near perfect". <1>: http://www.Bevnet.com

It has been formed by the three leading UK bottled water companies – Danone Waters (UK & Ireland) Ltd, Highland Spring and Nestlé Waters. Its aim will be to provide authoritative information and advice for researchers, government, the industry, media and public about the economic and social value and impact of bottled water. "Water is a fundamental human need, for which natural bottled water provides a healthy, convenient and consistent way for UK consumers to stay hydrated," said Nick Krzyzaniak, MD of Danone Waters UK & Ireland. "The role of the Natural Hydration Council is to provide consumers with an informed choice on the health and sustainability aspects of naturally sourced water." “Not many people realise that natural bottled water comes from fully sustainable sources and in recyclable packaging,” said Paolo Sangiorgi, MD of Nestlé Waters UK. “We need the Council to undertake new research and communicate the facts to ensure fully informed consumer choices.” “Natural bottled water is often compared with tap water, but research shows that nine out of 10 consumers are choosing it in place of other drinks rather than tap water,” added Les Montgomery, chief executive of Highland Spring. “Additionally, consumers are increasingly keen to know exactly where their preferred natural bottled water comes from and appreciate the fact that it cannot be treated with any chemicals, unlike tap water. Many consumers also prefer the taste of natural, untreated bottled water and have the reassurance that each consignment has to pass stringent quality assurance tests before it can be released for sale.” The Natural Hydration Council website will now become the main industry portal for enquiries about bottled water, alongside a new information line: 08452 100 222. The Council will have an office based in London, led by Jeremy Clarke as its newly appointed director. UK bottled water market According to Zenith International, UK bottled water consumption amounted to 2,185 million litres in 2007, equivalent to 36 litres per person. Volumes have risen 143% in the 10 years since 1997, but fell 4% in 2007 after poor summer weather. Sales are forecast to grow again after another weak year in 2008. Americans drink an average 112 litres per year and the average for all of West Europe is 115 litres per year. UK bottled water sales at retail prices were worth £1.59bn or £0.73 per litre in 2007. The average price in supermarkets last year was £0.31 per litre. 75% of 2007 volume was produced in the UK and a further 18% in France. Less than 1% came from outside Europe. This article was updated to include new links and a better logo.

*Tana Water (UK) Ltd has opened a new office on the Isle of Wight and increased its staff by 50% to support its growing business. * The Newport office will enable the NHS PASA-approved manufacturer to provide national sales and regional service support to hospitals, schools, hotels and businesses. “We wanted to tap into the pool of talent that's in this area and support our customer base with a local office," said Nick Heane, Managing Director, Tana Water UK. "Tana is the only water machine manufacturer in the UK that carries out its own service and maintenance using engineers approved by the Water Regulations Advisory Scheme. Having a base on the Isle of Wight will help us to reduce our carbon emissions from journeys to customers, as well as providing a lovely working environment for our staff.” Isle of Wight MP, Andrew Turner, who officiated at the office opening, said: “I'm delighted that Tana Water has recognised what so many other companies already know – that on the Island we have a talented and loyal workforce that can contribute to company growth. I wish Tana Water every success with its plans for expansion.” * *

According to the US Department of Agriculture, hunger affects more than 38 million Americans. To help fight this problem, 35 mums from the PFPMA are taking part in the 'NFL Moms Tackling Hunger with Chunky Soup' programme – a friendly competition among mums of NFL players, where they'll strive to raise as many food donations as possible for their local communities. Beginning in September 2008, each mum will receive 500 cans of Campbell's Chunky soup to kick-start their campaigns. The mums will work together with local Feeding America food banks in their hometowns to encourage other members of the community to help tackle hunger. At the end of the season, the three mums who generate the most donations for their local food banks will receive a trip to Tampa during the week of Super Bowl XLIII, where they'll help to announce a donation of one million cans of Campbell's soups to Feeding America food banks nationwide. The group of mums will be led by one of the most recognisable 'Team Moms' in all sports, Wilma McNabb, mother of Philadelphia Eagles' quarterback, Donovan McNabb. "One of the guiding principals of the PFPMA is to help the less fortunate in our communities," said McNabb, president of the PFPMA. "We're honoured to partner with organisations like the Campbell Soup Company and Feeding America, who share the same core values. No one should ever go hungry, and with the help of our hometown friends, we're ensuring that people in need in our communities will receive nourishing soups." Vicki Escarra, president and CEO of Feeding America, said: "We're extremely grateful for the ongoing support of the Campbell Soup Company, the NFL and the PFPMA. We wouldn't be able to continue our effort in feeding more than 25 million hungry people each year, including nearly nine million children and three million seniors, without this type of support." Source: Campbell's

Net sales are up 7% to €1.5bn, and higher sales are evident across all three core business areas: Care Chemicals, Nutrition & Health, and Functional Products. In July, Cognis announced the sale of its 50% stake in the Cognis Oleochemicals joint venture and its wholly owned subsidiary Pulcra Chemicals. These transactions, which are expected to be completed in the fourth quarter of 2008, reflect the company’s strategy of concentrating on its three core businesses. The operating result of the core businesses (Adjusted EBITDA) was at €176m (down 5.1%) due to a massive rise in raw material, transportation, and energy costs as well as unfavourable exchange rates. On an organic basis, the operating result was down 2.4% (excluding foreign currency effects and the sale of Functional Products’ G-Cure business). Cognis CEO Antonio Trius said: “In spite of the tough general market conditions, all our core business areas strengthened their position and recorded increased sales. Our successful efforts to optimise our processing and manufacturing costs, and more especially the sale of our Pulcra and Oleochemicals businesses, represent major steps forward for Cognis in terms of its strategic direction and prospects for further profitable growth.”

Finland-based company Hankintatukku Oy will start marketing Lipogen PS-Plus (Phosphatidylserine 100mg and Phosphatidic Acid 100mg PAS) – a dietary supplement for mental stress control. "Hankintatukku Oy is the first company in Europe to market our new PS-Plus product to retailers,” said David Rutenberg, Lipogen CEO. "We're confident that our partner from Finland will increase the Scandinavian awareness of the second generation of phosphatidylserine (PS) brain health supplements. "Hankintatukku Oy has marketed Lipogen’s phosphatidylserine (PS) product under the brand name ‘Fosfoser Memory’ for more than 15 years and is a knowledgeable and well-established European dietary supplement provider.” "After 15 years of selling Fosfoser Memory phosphatidylserine, we were looking to introduce a more advanced formulation," said Arno Latvus, MD of Hankintatukku Oy. “Hankintatukku brings to the marketplace an advanced and patented PS product based on the most recent phosphatidylserine mental health ingredients research. "The clinical data, which affirm the efficacy of PS-Plus compared to standard PS, alongside Hankintatukku’s cooperation with Lipogen, will enable us to offer an innovative line of healthy brain support supplements to European consumers."

PepsiCo and Britvic have announced Gatorade’s partnership with the Guinness Premiership to create English rugby’s first central exclusive sports drink deal, which will see Gatorade used on the sidelines of the best teams in English Rugby over the next three years. "Whether it's on the sidelines of the NFL, the dugout at Chelsea FC or the aid stations of Ironman Triathlon, Gatorade is used by more elite athletes than any other sports drink in the world,” said Arif Haq, Brand Manager for Gatorade UK. “The Guinness Premiership epitomises the passion and commitment displayed by all Gatorade athletes. We very much look forward to working closely with the players and coaches of the league to understand ways in which we can help optimise their performance.” Gatorade was developed in 1965 specifically for American football – a sport which mirrors the power, pace and physicality of Rugby. Premier Rugby’s Commercial Director, Jon Varney, said: “I'm very pleased to have concluded our first central sports drink deal for the Guinness Premiership. When we enter into relationships with partners and suppliers, we always look for the best in their field, and in Gatorade we have reached agreement with the best and most researched sports drink in the world. We're also proud to be one of the first sports in the UK to conclude a deal with Gatorade, which is testament to the growing strength of the Guinness Premiership and the respect it commands." The new partnership with the Guinness Premiership is set to further drive Gatorade’s awareness and credibility among consumers. Gatorade was launched across grocery, impulse and leisure channels in the UK in May 2008 with a new formulation that's free from artificial colours, flavours, sweeteners and preservatives. Gatorade is available in single and four-pack 500ml PET bottles, with a sports cap and an ergonomically designed bottle to fit comfortably into the hand while exercising. Sports drinks is one of the fastest growing subcategories in the UK, with sales up 16% in 2007 to £154m.

*Clearly Canadian Brands has announced the signing of an agreement with Cott Corporation, the largest private bottling group in the world, to bottle Clearly Canadian Beverages in 20oz and 1-litre PET. * Under the terms of the agreement, Cott Corporation will bottle Clearly Canadian sparkling flavoured waters at strategically located Cott facilities for distribution throughout North America. In addition, the company will continue to sell its traditional glass bottles. Bobby Genovese, CEO of Clearly Canadian Brands, said: "We're pleased to have signed an agreement with Cott Corporation. This allows us to team up with one of the largest beverage bottling and retailing organisations in the world. With this agreement, we will begin producing and delivering our popular drinks in a cost-effective manner, resulting in a more profitable business model and better pricing for the consumer. "By utilising all of the benefits afforded by working with a world class bottler, we believe we're on track to once again assume a branded leadership position in the large, sparkling flavoured beverage category."

The 60-second advert, which was originally aired in France late last year, centres around a love story between an alluring doe and masculine bear before erupting into a dance music spectacular featuring a whole host of unusual characters from the animal kingdom. The commercial was created by French agency FFL Paris in cooperation with Psyop, a group of US directors, and took four months to produce between agencies in London and Paris. Around 20 Art Directors made the animals, and Psyops recreated everything in CGI. Head of Marketing Adrian Troy said: "The advert has enjoyed a phenomenal response in France where Orangina is famous for its iconic advertising, and we're delighted to be able to bring this fantastic advert over for the UK audience to see. Through the music and incredible animation, it really celebrates the 'joie de vivre' (or 'joy of living') feeling which Orangina encapsulates. We're certain it will be a truly memorable experience which will get everyone talking about and enjoying Orangina." However, it seems that, although people are certainly talking about it, not everyone agrees the ad should be shown in the UK. Director Claude Knights from Kidscape, a charity created to prevent bullying and child abuse, told newspapers: "Orangina is a drink which is mainly aimed at children and young people, but this new advert places the product in a very sexualised and provocative context. "The almost sinister portrayal of animals in an animation style filled with sexual innuendo leads to very mixed and confused messages." The Advertising Standards Agency received 147 complaints after the commercial premiered on 1 August on E4 during an episode of How to Look Good Naked. "We are looking at the complaints, and haven't made a decision about whether or not to investigate yet," said Olivia Campbell, a spokesperson for the ASA. "This is a question of taste and decency."

As Strathmore Spring Water has a strong affiliation with youth dancing given its recent advertising campaign – featuring two crews performing a mix of break dancing, skipping and acrobatics – the partnership was a natural fit for both partners. Breakdancing crews from across the world battled it out in Edinburgh on 16 August, competing for the third year. Castle Rocks is one of the biggest breakdance competitions in the UK, with competitors coming from as far as Korea to compete against the finest home-grown talent (known as ‘crews’) for the championship title. Adrian Troy, head of marketing at AG Barr, said: “The standard of breakdancing on show at Strathmore Castle Rocks was world class, and the crowd were treated to a variety of exhilarating and dynamic performances. Bad Taste Cru thoroughly deserved their victory after fending off Scotland’s and France’s finest breakers. "Strathmore was thrilled to support Castle Rocks. The event was a perfect partnership following on from Strathmore’s recent advertising campaign which features breakdancing.”

Amidst recent environmental arguments surrounding bottled water, comes a new product idea from John Artis that is both environmentally sound and presents an added value opportunity for restaurateurs. Indro is a refillable water bottle with a blue wired cap that looks elegant at the table and may easily be overprinted with a restaurant's name and logo. Indro believes it represents an alternative approach to serving water at the table that can be more profitable than bottled mineral waters while, at the same time, promoting the restaurant rather than a particular brand of water. It may be used with untreated mains tap water, but most establishments will find it preferable to fit an in-line water filter to remove off-tastes and odours. A litre of water filtered in this way on your own premises costs a fraction of a penny compared with branded bottled waters. It enables restaurants to serve filtered water at a lower price than branded mineral waters and make a larger margin. Indro bottles are completely reusable and dishwasher-proof. They are available in two different sizes, one litre and 36cl. Packed in cases of six, bottles are scuff resistant and, ultimately, fully recyclable.