| Natural Hydration Council membership doubles |
By: Rebecca Hubbard
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Posted: Wednesday, August 11, 2010 10:15 am
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Four further bottled water companies have announced their membership of the Natural Hydration Council (NHC) – doubling the number of industry members and bringing the total number of brands that support the Council’s campaign to 211. Brecon Mineral Waters, Iceni Waters, Isklar AS and Ty Nant have joined Danone, Highland Spring, Nestlé Waters and Waterbrands to confirm the organisation’s growing importance to the bottled water industry as a whole.
Since its consumer launch in April 2009, the NHC has promoted the health and hydration benefits of drinking water, emphasising the role that a good hydration habit can play in supporting a healthier lifestyle, reducing liquid calorie intake and helping to address potential health issues related to excessive sugary drinks consumption in the UK. So far this year the NHC has: recruited an independent panel of leading scientists and nutritionists from the UK and Europe; provided a grant enabling a scientific review into health and hydration; commissioned a scientific literature review with a leading university; and published independently authored papers advising specific consumer groups on good hydration. Recent media announcements have supported this strategic NHC decision to direct the bottled water debate towards health. A British Nutrition Foundation Health Hydration Review published in March advised that water was the only fluid of which consumers should “drink plenty” while a study from King’s College London indicated that hydration using water helped brain function.
Commenting on this approach NHC director of Communications, Ian Hall said “Consumers have access to increasing volumes of information on health, so our messages have to be clear and scientifically robust, to gain cut through and stand up to in-depth scrutiny.”
He continued: “Our members’ naturally sourced bottled waters complement tap water and, with the lowest carbon footprint of any drink on the shop shelf, are a healthy and sustainable alternative to most other bottled beverages.”
Newly joined Isklar marketing director Aoife Burnell-Smith said: “The NHC’s appetite and expertise in promoting the many healthy benefits of bottled water to consumers is a compelling motivation for us to join. As a new brand it is important to us to have an effective industry voice that is proactive and dedicated to the bottled water category”.
Hall believes that the level of long-term commitment by the NHC has attracted members from the largest to the smallest producers from all parts of the UK and Europe and that the NHC message – “You ought to drink more water”, is in tune with the concerns of individuals and families about health and diet. |
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