Thirsty Planet, produced by Harrogate-based Waterbrands, is already making an impact with consumers and retailers with its ethical and environmental credentials, and now it's launching a new pack to help widen distribution into other sectors and attract new, younger consumers.

The 500ml PET bottle with sportscap has been brought to market following requests from vending suppliers and wholesalers that service schools and universities. "It's quite clear that a sportscap is a must-have for younger consumers," Paul Martin, Managing Director of parent company, Waterbrands, explained. "Initially, Thirsty Planet was to be a brand sold only in multipacks through the major multiples. But we quickly had to introduce a single bottle format to satisfy demand, and the sportscap is the next development in the portfolio."

Thirsty Planet generates a set donation for every bottle sold, without limit of time, which goes to the charity Pump Aid, whose key objective is to help impoverished communities in Africa dig wells and install cost-effective and easy to maintain pumps which give villages a clean and disease-free water supply, getting people on the first step out of poverty. Within months of its launch the brand had taken in excess of 65 per cent volume of the charity water sector.

"Retailers and consumers are impressed by the simplicity and transparency of Thirsty Planet's proposition", Paul explained. "Our website is updated every week with the amount of money raised and number of pumps installed so people can see exactly where every penny goes. Pump Aid's water pump is based on a 2,000-year-old Chinese design: it's very simple but effective, and incredibly cheap to build and maintain another factor that appeals to shoppers and stockists."

www.thirsty-planet.com

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