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Exporting your bottled water brand to the US
Presented by:
Water & Environment Manager, Helen Kelleher
8th November 2018
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© Zenith Global Ltd 2018
• Worked at Zenith for 15 years
• MSc qualified hydrogeologist
• Experienced in:
• Water resource assessment • Development of new and existing bottled water sources• Source and environmental due diligence
• Advisor on regulations for bottled waters
Helen Kelleher, Water & Environment Manager
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who am I?Exporting your bottled water brand to the US
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introduction
regulatory setting
requirements
facilities
source
labelling
summary
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contentsExporting your bottled water brand to the US
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• Single serve bottled water sector continues to grow –higher growth by volume than CSDs
• All bottled water volume higher than CSDs for first time
• A growing premium market being tapped into by premium mineral water brands
• EU imports are attractive in restaurants, hotels and spas as a high-end offering and to further the experience
• “Provenance” and “process” appeal
• Only ~2.3% of UK exports go to the US. Higher proportion from rest of EU
• Visual appearance and type of bottle is important
Source: Zenith Global Premium Water Report 2018
the US market
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introductionExporting your bottled water brand to the US
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water category
US state
Bottle design
Still or sparkling
Provenance or process
Target market
US market - what to consider
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introductionExporting your bottled water brand to the US
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Food and Drug Administration - CFR 129 and 165
• Good manufacturing practices
• Regular water quality testing to demonstrate compliance
• Labelling and water category
State levelSome states have additional licensing requirements
Federal level
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what is the legislation?Exporting your bottled water brand to the US
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• Water quality analysis
• MPA analysis
• Facility inspection report
• Product labels
• Site and facilities diagrams
• FDA requirement confirmation
• Product recall procedure
• Application fees
• Source hydrogeological report
• Facilities engineering report
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what is required?
• Certain source construction criteria
• Source classification
• Yield test data
• Evidence of separability from contamination sources
• GWUDI assessment
• Container recycling program
Exporting your bottled water brand to the US
Federal level State level
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• Storage, pumps and piping
• Filling room
• Facilities and layout drawings
• Bottling facility production
• Containers and packaging
• Sanitation and maintenance
• Multi use container processing
• Employee code of conduct and dress
facilities engineering report
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facilitiesExporting your bottled water brand to the US
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• Source descriptions and specifications
• Geological and hydrogeological setting
• Conceptual model
• Catchment identification
• Land use assessment
• GWUDI assessment
hydrogeological report
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sourceExporting your bottled water brand to the US
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• Water quality assessment
• Yield test data
• Evidence of protection from contamination
• Treatment specifications
• Source classification, proof of hydrogeological setting for ”spring water”
hydrogeological report
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sourceExporting your bottled water brand to the US
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spring water differences – UK vs US
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source
UK Spring water US Spring water
• Quality requirements
• From a groundwater source
• Bottled at source
• Microbiologically wholesome
• Permitted treatments strictly limited
• Quality requirements
• From underground formation feeding
spring
• Natural force causes water to flow to
surface through natural orifice
• If external force used, must show:
• Same underground strata
• Same properties
• Water continues to flow naturally
to the surface
Exporting your bottled water brand to the US
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proof of spring water
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sourceExporting your bottled water brand to the US
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natural mineral water differences – UK vs US
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source
UK natural mineral water US mineral water
• Quality requirements
• Groundwater source
• Emerge from spring tapped at one or
more natural or bore exits
• Bottled at source
• Microbiologically wholesome
• Recognised source
• Stable composition
• Bottled to preserve original purity
• Permitted treatments strictly limited
• >250ppm TDS
• Quality requirements
• From protected groundwater source
• From source tapped at one or more
boreholes or spring
• Stable composition
Exporting your bottled water brand to the US
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water categories in US
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labelling
Artesian Ground Mineral
Spring Sparkling Purified
Well Bottled Drinking
Exporting your bottled water brand to the US
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© Zenith Global Ltd 201815
summary
What do I
need?
Market strategy
Commercial strategy
Meet FDA requirements
Extensive water quality
testing
Facilities engineering
report
Source hydrogeology
report
Exporting your bottled water brand to the US
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For more information on this presentation or any of Zenith’s services, please contact:
Helen [email protected]
Or telephone Zenith s head office on +44 (0)1225 327900www.zenithglobal.com