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Fiji Water fights off eco-unfriendly tag.

Under-fire Fiji Water continues to target rock stars and celebrities as it fights the tag of being environmentally unfriendly.

It is sponsoring the VIP area at V Festival this weekend, where samples will be offered to The Killers, Foo Fighters, Snow Patrol, Pink and Kanye West among other big names. The brand has also sponsored back stage at T4 on the Beach with Girls Aloud, Kaiser Chiefs and Mika.

Fiji water, which has already secured listings in Selfridges, Harvey Nichols and Waitrose, is bottled directly at source on the Fijian island of Viti Levu. It boasts a unique mineral content because of a natural titration process through silica-rich volcanic rock but has come under fire for the number of miles it travels.

However, UK general manager Jennifer Lammer said the brand's bottles were always freighted by ship. "Shipping is the most environmentally friendly form of transport, with far fewer carbon emissions per tonne than tracks or planes."
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Title Annotation:brand news; FIJI Water L.L.C.
Publication:Grocer
Article Type:Brief article
Date:Aug 18, 2007
Words:157
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