Bottled water endorsed by stars fails FSA standards

Penta, the “ultra-premium purified drinking water” drunk by A-list celebrities including Sting and Cameron Diaz, has been forced to withdraw from the UK market by trading standards authorities.

Its UK managing director Debbie Flint received notification earlier this month from the Food Standards Agency, which confirmed Penta’s formulation does not comply with bottled water legislation in the UK.

Under UK regulations calcium must be added back to bottled water that has been softened or desalinated and it is this requirement that has caused problems with Penta, which has a “complex 13-stage purification process.”

Penta, known for its claim to be “the world’s cleanest water” was on sale in the UK for three years, selling consistently through health food shops and upmarket retail chain Waitrose, as well as direct sales.

Flint, who contested the issue with the authorities for two years, has now set up her own company, called Infinity Drinks, and is planning to launch a “rapid-hydrating” water taken from a pure spring source in the US.

Flint says: “We’ll be proud to offer this alternative to our customers within the next month or so. We’re also about to conclude a deal with a major energy drinks company that is planning to launch a range of health drinks in the UK.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here