A bottled water from Norway that claims to have an "unmatchable crisp taste" is coming to the UK, supported by a £2m marketing push.
Isklar, which means ice-clear, is set to hit supermarket shelves in the spring, positioned at the premium end of the market.
The water is captured at source from a 6,000-year-old glacier within the remote Hardanger region. It is naturally filtered through glacier ice and aquifer rock, creating a crisp taste because of its exceptionally low mineral content, said CEO Peter Krogh.
He added that the company was hoping to confirm listings with several big retailers in the next few weeks.