Brand Mix

"And in Fiji, a state-of-the-art factory spins out more than a million bottles a day of the hippest bottled water on the U.S. market today, while more than half the people in Fiji do not have safe, reliable drinking water. Which means it is easier for the typical American in Beverly Hills or Baltimore to get a drink of safe, pure, refreshing Fiji water than it is for most people in Fiji"

(Excerpted from a Charles Fishman Fast Company article.)

Bottled water is under attack on all fronts: issues ranging from environmental to health concerns. The attack seems to be gathering steam (sorry) and Fiji water has become the poster child for all that is wrong with the industry.

For health-conscious consumers this is surely worrying. They are not used to be on the wrong side of these kind of debates. "I work out. I drink all-natural products. I'm not an environment-wrecker" So far, there's safety in numbers (over half of the population drink bottled water) but perhaps the thin end of the edge has been successfully applied.