15/12/10

In the series, The Foods that Make Billions, Louise Hidalgo looks at how branding and marketing turn relatively cheap commodities into high value products.

In the case of bottled water, terms such as 'nature in a bottle' and 'healthy hydration' have helped to create a whole new market.

People in the business say that clever words alone cannot create a demand without willing consumers.

What those consumers are demanding is choice, convenience and packaging.

However for many, the bottled water industry represents excess and inequality - billions of people do not have access to clean water.

It is a billion dollar industry, but what are the costs?