Water taps into eco trends

04 April, 2008
Page 17 
A new English mineral water brand is aimed at ethically-conscious consumers. Iceni Water is bottled at source in Duxford, Cambridgeshire.
The water, which is low in sodium and high in calcium, is drawn through chalky soils.Managing director Brett Fleming-Jones 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." It will be supported with a £650,000 launch campaign.RRP: not fixed [http://www.iceniwaters.co.uk]

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