Alkaline ionized bottled water start-up sees sales soar
01 Jul 2020 --- Sales of the UK’s first alkaline ionized bottled water brand, Actiph, have doubled during the COVID-19 pandemic. The London-based start-up, founded by seven-time Guinness World Record holder, Jamie Douglas-Hamilton, is experiencing unprecedented demand, with sales up 1000 percent on Amazon, 800 percent on Ocado and 300 percent in smaller online retailers.
Douglas-Hamilton uncovered the benefits of alkaline water out of necessity during a 5,000-mile row from Australia to Africa. He realized that freshwater mixed with seawater is more hydrating than fresh water alone, instantly increasing power, energy levels and reducing hallucinations. This revelation helped the team break two Guinness World Records and was the inspiration behind Actiph.
Exporting to 15 countries, Actiph has already experienced strong growth overseas, with international sales accounting for 40 percent of the company’s annual turnover.
However, ACTIPH is looking to expand and grow into new markets, following advice and introductions made by the UK government’s Department for International Trade (DIT).
“Alkaline water is the fastest-growing beverage category in the world and is projected to be worth US$4.3 billion by 2023 – it’s an extremely exciting place to be in,” says Douglas-Hamilton, Founder of Actiph.
“Since launching in 2017, we have experienced 300 percent year-on-year growth and doubled our distribution in the last nine months. Health has never been as relevant as it is now and is why our exports have soared by 300 percent. Within the next five years, we want to transform Actiph into a global lifestyle brand and become one of the top three players in the US and the leading alkaline water in Europe, Middle East and Asia Pacific.”
“It is through expeditions like the one we completed in December, which was the first human-powered crossing of the Drake Passage from South America to Antarctica that we intend to inspire and energize our community to live an active boundless life,” he adds.
Supercharging water
Actiph Water is produced via a three-stage process of purifying spring water from Shropshire, England, adding electrolytes and supercharging by ionization. This high alkaline water has a pH level of 9.0 or higher, offering a high level of hydration for consumers seeking to live an active, balanced lifestyle.
DIT’s overseas network is currently helping Actiph to enter Singapore, Australia and China markets, as well as assisting the company’s expansion in the US and Middle East.
International Trade Secretary Liz Truss launched UK-Australia free trade agreement negotiations recently and reaffirmed the UK’s intention to join the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP). Both moves will make it easier for Small to Medium-sized Enterprises (SMEs), such as Actiph, to trade with these dynamic markets.
“Actiph is a great example of the power of e-commerce, which continues to play an intrinsic role in keeping businesses afloat during these unprecedented times,” Truss says.
“More trade is essential if the UK is to overcome the economic challenge posed by the COVID-19 pandemic and that’s why we are negotiating free trade agreements that will open up new markets and provide exporters with greater opportunities overseas,” she adds.
In 2019, the UK exported £8.1 billion (US$10 billion) worth of beverages, an increase of 3.9 percent compared to 2018. The US was the biggest export market for UK beverages, accounting for over one-fifth of all UK beverage exports in 2019.
Edited by Gaynor Selby
