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.”