ACTIPH Water is designed for people ‘who want to live an active lifestyle to the full’. It uses a three-stage process of purifying spring water, adding electrolytes (sodium, magnesium, potassium) and supercharging by ionisation.
“We source our spring water from the Shropshire Hills and purify it with reverse osmosis to rid the water of any heavy contaminants and unwanted microorganisms, ensuring 99.9% purity,” claims the brand.
“We then infuse the purified water with pure alkaline minerals, including magnesium, sodium and potassium. This helps create a perfect electrolyte-rich blend, designed to complement your body’s natural balance.
“Using our bespoke ionisation process, we energise the water removing bitter tasting acidic ions – resulting in ACTIPH’s perfectly smooth, deliciously hydrating alkaline water.”
Founder Jamie Douglas-Hamilton was inspired to create the beverage after setting two Guinness World records in 2014, rowing 5,000 miles from Australia to Africa across the Indian Ocean for Save the Elephants. The unsupported crew of six found themselves burning up to 10,000 calories a day and drinking 13 liters of water.
The rowers started mixing their drinking water with a portion of sea water, replacing essential minerals. This had a “dramatic effect, rebalancing the body, increasing power, reducing halucinations and giving the crew the energy to continue.”
In the UK, consumption of water drinks is predicted to exceed 5.5bn liters by 2021, according to Zenith Global. Water Plus (flavoured, functional and juicy water) is still a relatively small category in the UK - accounting for around 3% of the UK soft drinks market in 2016 (compared to plain bottled water at 21% and carbonated soft drinks at 40%) – but shows promise of growth. The category stood at 490m liters in 2016: and is expected to grow to 570m liters by 2021.
In the US, alkaline water is the fastest growing water and beverage category. Dollar sales have seen 70% YoY growth reaching a value of $156m (Nielsen, 52 weeks ending 26/08/17). It now takes a 1.2% share of the bottled water market.
ACTIPH Water is available in 600ml and 1 liter bottle sizes and has an RRP of £1.39 and £1.99, respectively.