Norwegian water brand Isklar is backing its launch in the UK this year with a £2.5m TV campaign.
The brand will be pitted against premium operators such as Belu when it hits shelves in April. It has so far confirmed listings with Waitrose and Morrisons, and has signed up broker Jenks as a distributor.
The campaign will be launched before summer and will include press and TV ads, promoting its premium and low-carbon positioning.
The brand, which is claimed to have unrivalled low sodium content, has set out its stall as the lowest-carbon mainstream bottled water brand in the UK as it "piggybacks" on existing shipping routes.
l Nutraceutical water brand Works With Water is relaunching its Little Squirts kids brand with new pack designs this month, as well as introducing a multipack. It is claimed to be the only prebiotic water with clinically proven health benefits that is aimed at children.
Focus on Bottled Water p41