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Ustronianka with Iodine was highly commended in the ‘Best new functional water’ category of the 2010 Water Innovation Awards. FoodBev.com Managing Editor Shaun Weston recently conducted an interview with Ustronianka Owner and President Michał Boz˙ek which can be heard in full by visiting www.foodbev.com/audio water innovation interview The Ustronianka water source produces well-mineralised water with low levels of sodium, making it suitable for family consumption. What have been the biggest developments over the past thirty years? We are a family company, employing 540 people, and have 100 sales representatives in Poland. We produce a wide range of pack sizes from 33cl to 19 litres, including a sportscap ‘active’ option and water in large 5 gallon bottles for water coolers.
We sell mainly in Poland but we also export to the United States, UK and Ireland. Our capacity has grown from 700 bottles per hour in 1980 to 90,000 bottles per hour today. Realising how unique our products are, we continue working hard to expand the range of our exports. How is Ustronianka active in flavoured and functional waters? We have to meet consumer expectations, which are much more demanding and discriminating than they were 30 years ago. We know that functional waters will hold a more important role in the future and have recently introduced a novel functional water in Eastern Europe in the form of water with iodine. At the same time we continue developing new formulations and to this end we have set up a special new product development and implementation team. When entering the functional arena, why was iodine the first choice? We know from the WHO iodine study and work by Professor Zbigniew Szybin ´ski that almost 2 billion people worldwide suffer from a shortage of iodine. Polish hospitals and educational institutions were eager to work with us as they are concerned about this problem. We have been working closely with the Jagiellonian University Medical College. Ustronianka with Iodine has also won special recommendation of the Polish Mother’s Memorial Hospital Research Institute in Łódz´ and a positive evaluation
by Prof Zbigniew Szybin ´skii who confirms high systemic availability of the iodine found in our water. Salt has been iodized for some years now and we know that Polish people consume more salt than their western counterparts. In the west an average of 5mg a day of salt is consumed while in Poland this can be as high as 12mg a day. Scientists have found that iodine added to salt sublimates very quickly and is released to the atmosphere. Iodine has a decisive impact on the development of the brain and nervous system. Many functional ingredients have an unpleasant flavour. Iodine is not the first ingredient you think of when you consider adding value to water. What were the challenges in adding iodine while maintaining Ustronianka’s distinctive fresh water taste? We wanted to create a bridge between the knowledge of the medical establishments and what the consumer can find on the shelves in the store. Regarding the taste, a minimal amount of carbon dioxide goes well with iodine which has only traces of flavour. Our water and its chemical composition has a very specific character and contains only 5mg sodium. I would like to mention an interview with a scientist who observed that many men in the south of Poland did not qualify to join up in WW1 as they had extreme iodine shortage and so suffered from goitres in the neck. Iodine is extremely crucial
Michał Bo z˙ek set up his bottled water company in Poland in the 1980s - when the country underwent tremendous changes following the solidarity movement. From 150 bottling plants producing flavoured and mineral water then, the nation now has around 20 major players for child development from the foetus in the mother’s womb. It is particularly important for development of the nervous system including the brain. Do consumers understand the iodine offering. How have you communicated the benefits and what has been the reaction in the marketplace? Ustronianka with Iodine can be found in many stores in Poland and even major supermarkets such as Tesco. We observe steady sales growth. In Poland, it won an award for being ‘Best product for mother and child’. Our marketing people report back that the response to this product has been favourable and that its taste is ‘very good’. For the complete podcast interview, visit www.foodbev.com/audio
© Water Innovation 2011. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.
www.foodbev.com/water Issue 64 - January · February 2011
INTERVIEW 41