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04/09/06 - BOTTLED WATER FIRM HAS DESIGNS ON PURITY

A premium bottled water company - recommended by top chef Marco Pierre White - has redesigned the labels on its bottles, to help consumers make a healthier choice of drinking water.

Scots-Italian firm Suio took the marketing decision to change the labels so that they could highlight information about the water’s health benefits, displaying a bold contents table, the water’s source and its approval as a beneficial beverage, granted by the Italian Ministry of Health.

Although content labelling is obligatory for all brands of bottled mineral water, many companies choose to hide key nutritional details away in the small print.

Making life easier for consumers

Suio took their lead from health watchdog the Food Standards Agency, which launched a “traffic light system” to display the content analysis of foods earlier this year. Red, amber and green represent high, medium and low levels of key substances such as saturated fats and salt or sodium, making it easier for consumers to see what they are eating. The Food Standards Agency is now considering providing this nutritional advice for drinks as well as food, but in the meantime, Suio decided to take its own steps to help consumer decisions.

Suio water boasts zero nitrates and low salt - along with naturally high levels of magnesium and calcium. Drunk by top chef Marco Pierre White and jockey Frankie Dettori, Suio is already stocked by Costa Coffee outlets across Britain. They also provide water to Scottish Athletics and a number of football clubs across Scotland.

No peering at the small print

The label even recommends that water connoisseurs refrain from putting ice in the product, as tap water ice cubes can often contain high levels of bacteria from trays and machines in busy food service areas.

Dr Steven Devine, operations director for the firm said:

“We want people to be able to pick up our water, and immediately see what they are drinking. Consumers shouldn’t have to peer at the small print to find out what they are putting into their bodies. Many waters have surprisingly high levels of salt and nitrates, and we want consumers to know that Suio is good for them.”

He continued: “You’ll find that spring water brands don’t even have to list their contents on the bottle. Would you buy anything else without an ingredients list?”

Italian heritage approved by an emperor

The new labels – in metallic blue, silver and transparent also use Corinthian column designs to draw attention to the water’s Roman heritage. It is rumoured that Emperor Nero himself drank from the ancient spa source of Suio. Drawn from a site high on a volcanic ridge south of Rome, the beverage comes in three varieties – still, softly sparkling and sparkling.  

The company turned to Glasgow firm Kelly Design for the re-design of the labels.

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