An independent company called Belu Spring Water is launching a bottled spring water and is promising to give all its profits to water projects around the world.
The company is set to announce a project on London’s waterways in advance of the 2012 Olympics, as well as work on an initiative in Tamil Nadu in India.
Belu is looking for a full-time marketing director but in the meantime the role is being held by a founder of the business, Reed Paget.
Paget and his co-founder Marilyn Smith have received financial backing from The Body Shop and the London Rebuilding Society among others. The Body Shop’s Dame Anita Roddick is co-hosting the launch, which will take place on a boat on the river Thames.
A spokeswoman for Belu says a significant marketing drive over the next 12 months, including above-, through- and below-the-line activity will spearhead the launch, but an exact figure for marketing spend is not known.
But marketing strategy is likely to focus on the line that “Every bottle of Belu Spring Water bought provides clean water to one person for one month”.
Belu adds that the product will see the UK’s first truly environmentally friendly plastic bottle introduced.
The bottle can be commercially composted in eight weeks and is set to revolutionise the plastics industry, according to Reed.