FIJI WATER MARKETS PRODUCT IN UNITED ARAB EMIRATES

SUVA, Fiji (Fijilive, Feb. 12, 2008) - Fiji Water has launched its product this month in the United Arab Emirates (UAE) retailing at major hotel outlets, news website Business Intelligence says.

In an article, the product is described as the latest must-have item for maintaining a healthy lifestyle. Unlike many bottled waters, Fiji Water is an all-natural source of many important minerals, the article says.

Drawn from an artesian aquifer deep below the earth’s surface in the Yaqara Valley on the Fiji’s main island of Viti Levu, FIJI Water contains an abundant amount of naturally-occurring minerals, including water-soluble silica (85 milligrams per liter).

The article quotes Issam Hamoud, business development director at National Trading and Developing Establishment, (NTDE) as saying that Dubai is the launch pad for Fiji Water for distribution throughout the Middle East as a premium water brand.

Fiji Water selected NTDE as the main distributor because of its geographical coverage and reputation as being the best distributor in the Middle East, the article says.

According to the report, in the April 2007 issue of The Journal of Nutrition, Health &

Aging, six articles provide a detailed analysis of the current research on dietary silica and its connection to both increased bone and brain health.

For instance, studies have shown a positive relationship between dietary silica intake (including water-soluble silica) and bone health (healthier levels of bone mineral density), for men and pre-menopausal women.

A study conducted on elderly women living in France found that silica in drinking water may benefit brain health (protecting against cognitive impairment) by preventing the absorption of aluminum.

Additionally, the use of silica-containing supplements has been linked to healthy hair, skin and nails. Each of these benefits associated with silica make Fiji Water an exotic, but nevertheless important, element of any health and beauty regime.

"Evidence gathered over the last 30 years strongly suggests that dietary silica may have beneficial roles in bone formation and bone health," said leading silica researcher, Dr Ravin Jugdaohsingh.

"Fiji Water’s high silica content could make a difference, as the evidence suggests that the more dietary silica one consumes, the stronger the bones."

The silica found in Fiji Water may provide an extra benefit when it comes to beauty.

According to a study published in the Journal of International Medical Research, women aged 38 to 64 who consumed 140 milligrams of silica once daily and topically applied silica to their face twice daily saw an increased thickness of their hair, skin and nails after only 90 days.

Considering that drinking a 1.5 liter bottle of Fiji Water provides the body with a similar amount of silica, it’s no surprise Fiji Water is ranked number one in the Natural Products Channel and is the top choice for high-profile celebrities worldwide, the article says.

Fiji Water is available in four convenient sizes to suit any lifestyle.

The 330 ml (11.16 oz) or 500 ml (16.91 oz), 1 liter (33.81 oz) and 1.5 liter (50.72 oz) bottles are available in single serve and/or multi-packs at leading retail locations, and are also served at select hotels, restaurants and gourmet shops.

It is the fastest-growing super-premium bottled water and has been top-rated in taste tests among bottled waters by Cook’s Illustrated Buying Guide, Men’s Health and others, says Business Intelligence.

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