Sales Information Resources puts sales of the product in multiple grocers at £7,857k for the 52 w/e Nov 4 2001. This gives it a 4.7% share of the multiples' bottled water market and fifth place behind own label, Evian, Volvic and Highland Spring. The company says... "The aim was to encourage more people to consume more water more often and open up the UK market to non-users. It was the biggest launch in the UK water market and 78% of consumer spending on the brand has been incremental. As a result, bottled water is showing growth above 21%. Marketing activity reached 16 million consumers within three months of launch and the brand attained 90% distribution across all of the major multiples within the first four weeks of launch." A consumer's view "I was aware of Danone Activ's skeleton family ads and I picked up on the message that calcium is important. However, I didn't really associate this message with the water and I haven't yet added it to my shopping list," Lorraine, mother of two, Carshalton, Surrey. {{P&P }}