Anti-aging water flows into new areas

The fast-growing Wellness Warehouse group will focus on selling the product by the case as well as in eight-packs while Global Wrapps will sell the water in single units, supporting the good chain's healthy eating proposition.

In rigorous scientific tests, the water is claimed to have been shown to greatly enhance repair DNA damage and prevents the production of free radicals in the body.

It contains an all-natural compound QuinMax™, which is formulated to inhibit the body's worst source of inflammation and oxidative stress, fighting damage to cells and DNA before it occurs. It then assists in DNA damage repair by enhancing the natural enzymatic process of removing lesions in DNA strands.

In addition, the compound is designed to increase levels of tryptophan and nicotinamide in the body, elevating serotonin and leading to an enhanced sense of mood, and improved energy levels.

It is expected that during 2008, bottled water will be on a par with carbonated soft drinks in terms of consumption.

“The water market is growing rapidly but functional water is growing faster as consumers look for water to deliver more, especially on well-being and longevity needs,” says Aqua Bimini Worldwide's Collin Bloom.

Functional water has grown 81% since 2003 versus 31% for plain bottled water and 49% for flavoured water.

Aqua Bimini in-store P.O.S. material includes a specially designed DNA helix in which units of the water are placed.