LONDON, April 20 /PRNewswire/ --

Bottled water body launches new campaign as research reveals that Britons are drinking almost 7bn extra calories by replacing bottled water with sugary drinks

New market analyst data shows that UK bottled water sales fell by 7% last year, but that 71% of that decline came from people buying other soft drinks instead[1]. Rather than turning on the tap, people are turning to sugary drinks, and the switching equates to pouring an extra 1,700 tonnes of sugar and 6.8 billion calories into the nation's diet[2].

The Natural Hydration Council (NHC) is fighting back against recent public criticism with the launch of a new advertising campaign, which promotes the health benefits of water compared to other sugary drinks. The commercials use the line you ought to drink more water to show the various physical and mental benefits you have when you are well hydrated with water. The photography uses striking hybrid images of people and animals to convey aspects of athleticism, concentration and good health.

The link between drinking sugary drinks and obesity is well documented: recent findings from researchers at the School of Public Health in New Orleans have suggested that when it comes to losing weight, what people drink may be more important than what they eat. They have reported that cutting back calories from sugary drinks by only one serving per day accounted for nearly 2.5 pounds of lost weight over 18 months[3][4].

Nutritionist Jane Griffin said: Water is the simplest and best way to re-hydrate through the day and helps your concentration and performance levels. Just think - you need to walk for 25 minutes or jog for 15 to burn off the calories in one can of sugary drink![5]

Jeremy Clarke, director of the NHC said: The message is clear - when people turn away from bottled water, they don't turn on the tap instead, rather they switch to sugary drinks. We only drink 100ml each of bottled and tap water each day - less than one cup out of the eight cups of fluid a day we're supposed to be drinking.

Notes to Editors:

The Natural Hydration Council is an industry organisation dedicated to researching the science and communicating the facts about natural bottled water. The founder members are Danone Waters (UK Ireland) Ltd, Nestlé Waters UK Ltd and Highland Spring Ltd. It is a not for profit company.

[1] Nielsen, 15 April 2009, research, 52 weeks to end 29/11/09

[2] Nielsen/NHC: 15.7m l x 4cals/litre = 1.7k t sugar = 6.8 bn calories

[3] April 1 issue of the American Journal of Clinical Nutrition (New Orleans School of Public Health Research)

[4] April 2009 Archives of Pediatrics Adolescent Medicine

[5] Assume 138kcals per can body weight of 70kg: Exercise Physiology: Energy, Nutrition and Human Performance, McArdle, Katch and Katch

For more information or to organise an interview with Jeremy Clarke or Jane Griffin please contact Amy Findlayson on +44(0)8452-100-222 or Email

For more information or to organise an interview with Jeremy Clarke or Jane Griffin please contact Amy Findlayson on +44(0)8452-100-222 or Email