Straight From the Source


Straight From the Source

Bottled water brings a taste of Iceland to America
In an age of born-on and sell-by dates, it’s unusual to think of old as good. But Iceland Spring bottled water is glacier-sourced water that fell to the earth hundreds of years ago, and its marketers say that makes it some of the purest water on the market, free from the pollutants of the modern world. The water features a low mineral content and the company says it contains some of the lowest recorded levels of undesirable chemicals.
Bottled near Reykjavik, Iceland, Iceland Spring has been available in the United States for more than three years, and has been imported by Pure Distribution U.S. LLC, Orangeburg, N.Y., for the past two years. The company says the brand has become the fourth-largest imported brand in the natural foods and gourmet retail segment, where it does the majority of its business.
“We are improving this distribution on a weekly, if not daily basis, and hope to make it into the top three before the end of next year,” says Eric Skae, managing director at Pure Distribution. “We are also targeting the northern East Coast, in particular New York to Washington, and are now available in many upmarket supermarkets including D’Agostinos, Gristedes, Giant and Food Emporium, to name just a few.”
In Iceland, the water is bottled by a joint venture between Catco, which is a subsidiary of Egils Skallagrimsson, and U.S. company P.U.R.E. Holdings. Egils is both a soft drink and beer company — the second-largest in Iceland and the oldest, having being founded in the late 1800s. Egils bottles Pepsi-Cola and Tuborg beer as well as a variety of local Icelandic soft drinks.
Iceland Spring’s source is located in the center of a 156-acre nature reserve called Heidmörk, near Reykjavik. With security in mind, a 1.5-million-square-meter fenced-off security zone was created within the reserve to prevent unauthorized access to the water source. The company says its source is believed to be the largest fresh water reservoir in Europe.
“Iceland Spring originates in the lava mountains of Iceland high above Heidmörk as pristine rain or snow which fell hundreds of years ago,” says David Lomnitz, director of Iceland Spring. “Filtered through inert layers of lava rock (the world’s best natural filtration system), the already pure water trickles deep into the ground over decades, picking up a minimal amount of soluble minerals, before emerging naturally from our spring.”
The company has rights to four 2,000-meter boreholes located on the reserve, giving it access to water that flows at a rate of 1,500 liters per second. The water is carried through a private stainless-steel pipeline to a dedicated bottling line at the Egils facility. Iceland Spring’s use of the water represents about 10 percent of the spring’s capacity, which is shared with the city of Reykjavik.
Current production at the Egils plant, which has been certified by the International Bottled Water Association, is about 1 million cases per year, with a total capacity of 5 million cases. After passing through a series of filters — 1, 0.5 and 0.22 microns, respectively — the water flows directly into the filling line, with no further processing. It is filled into 0.33-, 0.5-, 1- and 1.5-liter bottles for distribution in a number of markets, including the United States, Japan, Denmark, Kuwait, Thailand, the Netherlands and the United Kingdom. BI

Did you enjoy this article? Click here to subscribe to Beverage Industry

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

How beer brands are using social media to connect with consumers

Social media has become a buzzword for not just American consumers but also the business environment. Companies are turning to various social media channels to create brand awareness or possibly boost retail sales. Beer brands also are turning to social media to make their stories heard. Brand Chorus, a division of New York-based TippingGardner, conducted a Beer StoryScore Index for Beverage Industry. StoryScore is a quantitative measure of a brand’s storytelling through social management based on creativity, strategy and personality.

Click here to view infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI April 2015 cover

2015 April

The April 2015 issue of Beverage Industry includes a cover story about Zevia's natural sweetener profile as well as articles about CSDs, whiskey and more. Check it out today!

Table Of Contents Subscribe

CSD Category

What innovation or trend could reinvigorate the CSD category?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!