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.

*UK water utility Wessex Water has launched its 'Turn on to Tap Water' campaign in a bid to encourage restaurants, bars, cafes and hotels in its region to put tap water on the menu and make it freely available to customers. * Wessex Water has launched the campaign by calling for restaurants, bars, pubs and hotels in its region to get involved in the 'Turn on to Tap Water' initiative. Wessex Water Director of Compliance and Sustainability Julian Dennis said: "We want to make it as easy as possible for local establishments to take part in this campaign. We'll be supporting them with press adverts and marketing materials, which includes flyers, stickers and window transfers. "Simple things like actually adding tap water to their menus gives consumers a choice and makes ordering tap water easy. Water quality in this area has never been better and is among the best in the country." Wessex Water supplies 360 million litres of water a day to 1.2 million customers; water which is consistently of very high quality. Six million bottles of water are drunk in Britain every day.

UK water cooler manufacturer AA First is now offering the Sip Ozone Self Sanitisation system on its coolers with sleep mode attached, which will help customers save money. Tests have shown that a 12-hour sleep mode (from 6pm to 6am) saves around 2.5 kWh for a hot and cold cooler and 0.38 kWh for an ambient and cold cooler. At a cost of 12p per kWh this equates to an annual saving of £109.50 for a hot and cold and £16.80 for an ambient and cold cooler. This saving repays the £59.00 cost for SIP in just six months for a hot and cold and three and a half years for an ambient and cold cooler, as well as providing the benefit of automatic overnight sanitisation, every night, 365 days a year. The company has also launched an alarmed drip tray overflow kit for its AA3300, AA4400 and Evolution 35 floor standing coolers. The system connects to a large overflow container. Drainable through a tap, the alarm is activated when the container is full.

*Ebac has just made its 10 millionth WaterTrail – enough trails to dispense 5.4 billion litres of water and stretch halfway around the moon. * Since introduction in 1993, Ebac's patented WaterTrail has become the method of choice for some of the most successful companies in the water cooler business today. As an alternative to sanitisation, WaterTrail has a proven record for hygiene and simplicity of use. Ebac says that unlike traditional sanitisation methods, WaterTrail replacement is 100% effective and carried out onsite in a matter of seconds, helping cooler companies to save time and money by visiting more customers per day.

This environmentally smart system offers foodservice operators a way to serve their own premium carafe water, and reduce their dependency on serving prepackaged water. Mark Selander, marketing manager of Everpure, said: "As the burgeoning green movement makes its way into foodservice industries, businesses across the country, from restaurants and hotels to top US universities and hospitals, are working to minimise their carbon footprint. "To heed that call, Everpure developed the Exubera Pro System, which is a complete filtration and dispensing system that gives foodservice operators the ability to create their own premium water and provide consumers with an environmentally friendly alternative to prepackaged water." To ensure consumers are receiving the same water options as with prepackaged premium water, the Exubera Pro System allows the serving of chilled, chilled carbonated and ambient premium water. It is a turnkey solution that includes only six steps, beginning with the testing of the establishment's water followed by an in-depth analysis resulting in a fully customised, complete filtration system that takes ordinary tap water and makes it extraordinary. Offering under-counter and counter-top models, the Exubera Pro Water Appliance is easy to install and maintain, offers excellent carbonation, little upkeep and advanced features. Most importantly, the system enables the operator to reduce the costs and hassles associated with pre-packaged drinking water including tracking inventory, finding storage space, generating additional waste and purchasing costs. Instead foodservice operators are able to reduce costs, maintain profitability and reduce their waste and environmental footprint.

The Pepsi Bottling Group (PBG) and Dr Pepper Snapple Group (DPS) have announced that the companies have signed an agreement to make the Crush beverage portfolio available in the majority of PBG’s territories throughout the US. Under the terms of the agreement, PBG will have a perpetual licence to manufacture, sell and distribute the brand, which includes such flavours as Orange Crush, Diet Orange Crush and Grape Crush, in about 80% of its territories throughout the US. The agreement is effective immediately and PBG will begin distribution in early 2009. Financial terms were not disclosed. The Crush brand is currently available in less than 40% of the US. The agreement with PBG will nearly double its market penetration, positioning the brand well for future growth. Flavoured carbonated soft drinks now account for almost half of all carbonated soft drink sales in the US, and Orange Crush and Diet Orange compete in the fourth largest segment of the flavour category. Orange and grape flavours represent a 5% share of the CSD market in the US. Crush has been a fixture in the CSD space for decades, with tremendous name recognition among consumers. Market research shows that three out of four Americans are aware of the brand.

The Wottle has been designed as an all-year-round 'must have' accessory for drinking water on the move while creating less waste. The 500ml Wottle features Orla Kiely’s signature Stem design, a rubber finger grip that can be adapted for portability and is designed to carry about town in a handbag. Brita and Orla Kiely were committed to creating a bottle that was not only practical and stylish, but also had impeccable ethical credentials. The Wottle is made from 100% recycled materials, including HDPE plastic. To keep its carbon footprint to a minimum, it's made exclusively in the UK, ensuring water drinkers can combine style with environmental responsibility. Orla Kiely said: “To be involved in the redesign of such an everyday product is always a challenge, and working with such a great concept made it all the more inspiring. It was exciting to consider the environment alongside practicalities and aesthetics. "Thinking ‘reusable’ instead of ‘disposable’ is a great place to start becoming environmentally friendly, but style should never be compromised and we’re really happy with the finished product.” The Wottle can be used in conjunction with Brita’s filtered water product range for homes and offices. Brita’s filter cartridges are 100% recyclable – the company has been recycling its cartridges since 1992 and recently launched a major in-store recycling scheme where customers can drop their used cartridges in Brita’s blue recycling bins at participating retailers, including Tesco, Sainsbury’s, Argos and Robert Dyas. Brita Marketing Director Neal Jones added: “Instead of producing an exclusive, limited edition batch for publicity, our aim as a company is to help change people’s consumption habits and reduce waste by making the Wottle generally available. Working closely with Orla Kiely means we’ve achieved that goal, but also created a unique product for style-conscious consumers.”

One person has died as a result of a listeria monocytogenes outbreak in Ontario. Another 16 people are sick, according to The Public Health Agency of Canada. The agency added that ready-to-eat meat products are being investigated as a possible source. Also this week, Maple Leaf Foods expanded its recall of deli meat products and temporarily closed a plant where products suspected of listeria contamination were made. Maple Leaf and the Canadian Food Inspection Agency have warned the public to avoid these products. "The outbreak has not been definitely linked to Maple Leaf products," said Michael Tansey, Public Health Agency of Canada Media Relations Chief. "Further testing is ongoing. Who's to say what that testing will reveal?" According to the Meatingplace.com report, it will be at least a couple of days before test results will be confirmed. To date, there are 17 confirmed cases of the outbreak strain of listeria in four provinces, including 13 in Ontario, two in British Columbia, one in Saskatchewan and one in Quebec.