News: Aqua Pura set for major relaunch

Aqua Pura natural mineral water is being given a fresh new look focusing on our water source in the heart of the Cumbrian fells.

The move will help meet growing demand for British bottled waters and follows our research* which shows that shoppers feel uncomfortable about the food miles associated with some rival brands.

The relaunched Aqua Pura range includes a new logo and brand livery as well as a refreshed pack design featuring striking photography of our heartland in the Cumbrian countryside.

A new strapline – 100% Pure Cumbrian – is also being introduced.

Graham Breed, marketing director for Aqua Pura, said: "At Aqua-Pura, we're proud of our Cumbrian roots and the purity of our water source. Each drop is drawn from one of Europe's largest sustainable groundwater aquifers in the unspoilt Eden Valley – a location protected by the EU as a Special Area of Conservation.

"We wanted to celebrate this outstanding area of natural beauty through our water."

*Princes consumer research 2009