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.

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