Innovations
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The Editor’s pick of the latest packaged water launches
Aqua Carpatica competes in Romania Greek-born Swiss businessman Jean Valvis (left), who built the Dorna water brand in Romania, launched a premium mineral water brand called Aqua Carpatica last September.
Naeve chooses frosted glass Naeve spring and iceberg water from Main Brook Waterworks from Newfoundland in Canada, is packaged in 37.5cl and 75cl Bellisima flint glass bottles that are frosted to create an icy look. Each bottle also features an ice-blue bar-top cork and icicle imagery.
The new brand will compete with Dorna, the water that Valvis sold to Coca-Cola in 2002. Valvis’ factory is near Vatra Dornei in Suceava county. This is the second recent major greenfield investment in the Romanian mineral water industry, following the opening of URBB’s Bilbor factory (see below).
The packaging design was by US based packaging solutions business O. Berk Company.
It is understood that the PET bottle pictured (right) will only be for the Romanian market and that elsewhere Aqua Carpatica will be sold in dramatic new glass bottles (left). Watch out for developments on www.foodbev.com/water
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URBB launches Bilbor Romania’s United Romanian Breweries Bereprod, best known as the brewer of Tuborg beer, has launched Bilbor Mineral Water in the middle of 2010. From a protected and unspoilt source between the Bistritei and Surhard mountains, Bilbor’s slogan is “purity of the heights”. The launch was supported by a media campaign including TV advertising.
Urleiten launches in O-I flint glass Following a successful market test of 3,000 bottles in 2009, Austria’s Urleiten has now begun its full commercial launch. To emphasise its premium quality, the Alpine spring water is packaged in flint glass 25cl and 75cl wine bottles - reminiscent of a classic Bordeaux bottle. Urleiten chose O-I to produce the new bottles because of the company’s flexibility and ability to deliver small orders as well as large. The long-necked bottle differentiates the brand, since this shape is rarely used for mineral water in the German-speaking areas of Europe. The package design was created by advertising agency Kastner&Partner. In 2011, Urleiten will begin offering its product in still and sparkling variants in beverage and wine outlets in Austria (particularly Eastern Tyrol), as well as Southern Germany and Northern Italy. © 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.
6 PRODUCT NEWS
www.foodbev.com/water Issue 64 - January · February 2011