New Ethical Water Makes a Splash in UK

Paul Martin, Managing Director of Waterbrands, comments on the first year of charity water brand, Thirsty Planet:

“Since its launch in March 2007, Thirsty Planet has raised enough money to give more than 690,000 people (at 4 Feb 2008) in sub-Saharan Africa access to clean water. It now holds a 65 per cent share of the ethical water sector (Nielsen). Both are remarkable achievements considering we experienced one of the poorest summers for years. With our charity partner Pump Aid we’re on track to help three quarters of a million people by World Water Day, the brand’s first anniversary.

“Originally launched in multipacks of 8×500ml and 6×1.5 litre bottles, Thirsty Planet had gained listings in all the major multiples by May 2007. Buyers and store staff – as well as consumers – have shown a real interest in the brand, with some stores organising their own fund-raising activity in support of Pump Aid. Each store that sells enough packs to fund a pump receives a certificate to acknowledge its contribution, and raising enough to pay for 10 pumps elevates it to ‘gold store’ status.

“The launch of 500ml and 1.5 litre single bottles towards the end of 2007 opened up new and exciting retail channels for Thirsty Planet, with Asda cafes the first stockists of 500ml bottles. We have recently won contracts to supply First Choice and a number of other airlines which will bring the brand to the attention of millions of holidaymakers.

“Vending is another important channel for Thirsty Planet. Vending in schools in particular is growing steadily and we intend to develop an educational programme that will give consumers a greater understanding about the lives of the people they are helping by choosing to buy Thirsty Planet.

“We believe Thirsty Planet will continue to thrive as more and more consumers realise that simply by buying a bottle of our water they can make a significant impact on someone’s life.”

Resource: Thirsty Planet