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With younger consumers in the vending sector specifically in mind, leading UK charity water brand, Thirsty Planet, has been launched in a new bottle format. The 500ml bottle is now available with a sportscap which should generate new listings according to Paul Martin, Managing Director of parent company, Waterbrands.
"Sportscaps are must-haves for the under-25s and we have been overwhelmed with requests from vending operators which service schools and colleges to produce a 500ml sportscap," he said.
"Initially we were targeting the grocery trade and launched with multipacks which are now on shelf in all the major multiples. Within weeks of the launch we were inundated with requests for single bottles from foodservice and convenience outlets so we made them available sooner than we had planned. The sportscap is the next stage in developing our product portfolio."
Thirsty Planet quickly established itself as the leading good-cause water after its launch in March 2007. It now has a share of more than 65 per cent of the charity/ethical water sector. And while the water category is said to be suffering an overall decline in sales, Thirsty Planet is more than doubling its volumes. From April to October 2008 it sold 3 million litres, compared with 1.4 million litres during the same period the year before. Every sale generates a donation for the charity Pump Aid which helps rural communities in Africa install wells and pumps to supply clean water, and hygienic toilets. When a Thirsty Planet customer has sold enough bottles to pay for the building of a pump it receives a certificate to mark the achievement.
"This goes down well with schools and colleges" said Paul. "Students are really getting behind the brand and the charity and are taking a keen interest in the partnership and its achievements. Some have even been motivated to start additional fund-raising activity for Pump Aid because they want to get more involved with its work.
"We are also finding schools and colleges which are aiming for Fairtrade status are stocking Thirsty Planet because of its impressive environmental and ethical credentials.
Thirsty Planet is one of the very few good cause brands that states on pack exactly what donation each sale generates and its web site features a running total, updated weekly, of the amount of money raised for Pump Aid".
Environmentally-aware Waterbrands has reduced the weight of its 500ml bottles by 25 per cent and 95 per cent of its raw materials are sourced within a 20 mile radius of the bottling plant in Harrogate which is cutting its carbon footprint significantly.
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