MonViso Natural Mineral Water Launches in the UAE

DUBAI, UAE, September 4, 2013 /PRNewswire/ --

Minimally mineralised water comes from the highest natural spring in Europe - Cottian Alps

• Italian mineral water
• Obtained from UNESCO accredited MonViso Mountain, Italy
• Contains just 0.00003% sodium, the lowest in the world
• Minimally mineralised water - total dissolved solids in 1 litre are 49mg
• Environmentally friendly PET bottles contain reduced levels of plastic
• Distributed in the food service sector across the UAE by Al Seer

MonViso, the minimally mineralised water with one of the lowest sodium levels and total dissolved solids in the world, has launched in the United Arab Emirates. The natural mineral water's purity comes from the highest natural spring in Europe - the Rocce Azzurre spring situated at the heart of the Monviso Mountain (3.841 m) in the Cottian Alps of unpolluted pureness. Recently, UNESCO (United Nations Educational, Scientific and Cultural Organisation) added the MonViso region to their World Biosphere Reserve Network.

The water springs at an altitude of 2,042 meters, in a remote and protected area characterised by the absence of human settlement which can lead to contamination. The water also goes through a natural purification process when mineral elements are enriched as it flows naturally through the rocks.

"MonViso's brand equity is synonymous with high quality, natural influence and value for money and we are very pleased to offer the finest natural mineral water to the region. Our bodies consist of 75% water and by drinking minimally mineralised light water, we will allow it to function more efficiently and help it fight against water retention - a common problem faced by people living in the region," said Stefano Iorini, MonViso CEO.

Low levels of sodium and total dissolved solids:

MonViso natural mineral water contains just 0.00003% sodium and the total dissolved solids (TDS) in 1 litre (measured after evaporation at 180°c) are 49mg (making it minimally mineralised). The low levels of sodium is ideal to avoid kidney strain, combat water retention and is recommended in instances of high blood pressure and for low sodium diets.

Light waters can be enjoyed by everyone and at high consumption levels. Moreover MonViso water is also ideal for the preparation of formula and food for babies* due to its absence of chemical and bacteriological contaminants, consistent composition, light mineralisation and low levels of sodium and nitrates.

Environment awareness:

Bottled at source in North West Italy at the foot of the mountain in a converted Mill Building, MonViso strives for minimal impact on the local eco-system. Its innovative recyclable PET bottles contain reduced levels of plastic while the strength and durability expected from an ordinary PET bottle has been maintained.

Distribution:

MonViso mineral water will be distributed across the food service sector in the UAE by leading distribution agency Al Seer. MonViso will be available in popular supermarkets including Spinneys and Géant.

Packaging:

The distinctive packaging is offered at sizes to suit various needs and will be available in the following stock-keeping units (SKU'S): 6 x 1.5L, 6 x 0.5L and 24 x 0.33L multipacks (still), 1L bottle (still and sparkling) with 6 x 1L multipack.

As one of the few minimally mineralised light waters now offered in the region, consumers can expect a premium product that is both beneficial to their health and affordable to purchase on a daily basis. Prices vary from AED 2.90 for a 0.33L to AED 5.20 for a 1L bottle of MonViso.

About MonViso:

MonViso is minimally mineralised water with one of the lowest sodium levels and total dissolved solids in the world. MonViso is a mineral water brand that was born in 2012, bottled by the Italian company Fonti Alta Valle Po S.p.A. (FAVP), sub-licensee of the Rocce Azzurre spring** which flows in the pristine Cottian Alps at the heart of the Monviso Mountain. The bottling plant is situated near the village of Paesana, at the foot of the Monviso Mountain, in a renovated old spinning mill.

Since inception in 2010, FAVP has been growing steadily to deliver upon the high demands for natural mineral water. The annual production in 2011 was 36 million bottles, in 2012 FAVP recorded production of 61 million bottles, while for 2013 it is estimated to exceed 100 million bottles, which amounts to about 110 million liters of natural mineral water. This company has been providing pure drinking water with the brand name EVA in the local market and under different brand names for international markets. MonViso Trading is the sole distributor of MonViso in the Middle East.

For more information, please visit http://www.monviso.com.

* Italian Ministry of Health Decree No. 3991, 03 March 2011
** Italian Ministry of Health Decree No. 3769, 18 June 2007