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In common with Dasani, NWNA has revamped its packaging to address environmental concerns.
Nestle's association with the organization goes back a ways: In August 2009, NWNA teamed up with Austin, Texas-based Whole Foods Market for a program in which, for every plastic beverage container recycled at a Whole Foods store in a re-source recycling station during that year, the manufacturer made a 5-cent donation to KAB to support local recycling programs across the United States.
"Retailers seem to be concentrating on private label because they feel people are searching for value," says Tom Hipwell, vice president of sales for NWNA. "That isn't a bad strategy, but it's not the only strategy to have.
It's up more than 35 percent in supermarkets in 2010." Hip-well adds that NWNA's "Born Better" advertising for its regional spring water brands is "having a positive impact on sales growth."
Based in Greenwich, Conn., NWNA is the leading marketer of bottled water in the United States.
Greenwich, Conn.-based NWNA suggests that if water were substituted in place of just three sugary drinks a week for a year, it would save a child over 24,000 empty calories, translating into seven pounds of body fat.
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