Drinks group jumps on the war bandwagon

Related tags Water

War in the Gulf is hardly something to be welcomed, but for
Nautilus Mineral Waters of America it is just that - mainly because
it provides a great marketing opportunity for two of its products.

The war in Iraq may be viewed as a failure of diplomacy by many people, but for one Canadian drinks company at least it is simply another marketing opportunity.

Nautilus Mineral Waters of America, has produced a canteen-shaped package for its bottled water which it claims is " ready to go on the ammo belt"​.

The PET bottle is the same size and shape as standard US army issue canteens, and comes pre-filled with natural spring water. The canteen is also re-fillable and strong enough to withstand a rigorous re-use.

Jeff Weiss president and CEO of Nautilus Mineral Waters of America, said: "We are very enthusiastic about the introduction the PET Canteen that has no plastic taste or odour to reflect on the pristine quality of the natural spring water. Military commanders know the indispensable nature of potable water, since impure water can put any army out of commission as effectively as any weaponry."

The PET Canteen concept is one way to provide soldiers with an alternative to the 1.5 litre bottled water as a canteen re-fill, Weiss claimed. For years, the US Army has used bottled water supplied by either a host nation or through shipments from outside the area, he said, with the related logistical problems that that entails.

But the company is preparing to offer more than just water to thirsty American soldiers fighting in the Gulf. It is in the process of reformulating its isotonic energy drink, called Combat Cooler, in a bid to persuade the US military to include it in standard ready meal rations.

"If you take soldiers that are stressed by lack of sleep, operations and extreme heat, you find they aren't eating or drinking adequately. But a scientifically formulated isotonic energy drink may be something to restore their performance to what a normal rested, well-fed and hydrated soldier would be,"​ claimed Weiss

Combat Cooler is packaged in 250 ml cans which include desert camouflage packaging graphics - spaced around the outside to look like Army camouflage clothing.

Combat Cooler is said to contain 30 per cent less sugar than other soft drinks and is isotonic so it replaces electrolytes, the company said, adding that it had been scientifically formulated to be compliant with all federal specifications

Related topics R&D

Related news

Follow us

Products

View more

Webinars