A TRADING standards investigation into Coca-Cola’s new brand of bottled water was started yesterday by the Food Standards Agency, which questioned the product’s claim of purity.

It said that the labelling of Dasani, which comes from Thames Water’s mains supply, as “pure, still water” could breach FSA guidelines on misleading marketing.

The inquiry was announced as consumer groups called for tighter regulation of the bottled water industry. They said that shoppers were being confused by meaningless terms on products and fooled by bogus health claims.

Dasani is produced from tap water provided by Thames Water to Coca-Cola’s factory in Sidcup, southeast London. The company claims that it uses a “state-of-the-art osmosis process” to purify the water, which sells for 95p per 500ml bottle.

But an FSA spokeswoman said: “This bottled water does not appear to follow our labelling guidance on the use of the term ‘pure’.” The FSA definition of “pure” is a single- ingredient product to which nothing has been added. Coca-Cola admitted that it adds a number of minerals to Dasani “to make it taste nicer”.

Mineral waters that label their product as pure would not fall foul of the FSA guidelines, as they are single-ingredient products. But consumers’ confusion over the difference between mineral waters and other bottled waters makes them vulnerable to being taken in by spurious claims.

According to the Consumers’ Association, mineral water must be extracted from an underground source recognised by a relevant local authority and have a constant mineral content. Spring water can have a variable mineral content and, unlike mineral water, can be treated.

Bottled drinking water covers any other water and can be treated tap water. It is the claims made by some of the bottled water companies that particularly concern consumer experts.

A National Consumer Council spokesman said: “Bottled water is no better than tap water. And brands that claim to be able to counteract osteoporosis because they are fortified with calcium are absolute rubbish.”

Waters that make claims about their properties include Liquid Oxygen. Its website describes it as “enhanced with over six times as much oxygen as normal spring water”.

“With every sip, the body takes in extra oxygen that is vital to life, health and energy. It is invaluable during air flights as it helps to minimise the effects of dehydration and low oxygen levels.”

A spokesman for Oxyvita, which makes Liquid Oxygen, said that its energy-giving qualities had been tested.

Some water experts said that it was inaccurate to assume that adding minerals to water made it healthier. A spokesman for the National Pure Water Association said: “People think its good for them but that depends on the type and amount of minerals. It could be dangerous if levels are too high. A lot of health claims made by water companies are bogus.”

A spokesman for Coca-Cola said: “We work closely with all regulatory bodies and in this instance we are fully satisfied that we are compliant with all guidelines and regulations.”

A LOT OF BOTTLE

French companies dominate the bottled water industry. Evian, Volvic and Vittel are Nos 1, 2 and 5 in a list of the most popular mineral waters in Britain. The market leader, Evian, sells 200 million litres a year here.

In joint second place are Volvic, Highland Spring and Powwow, followed by Vittel and Aqua Cool.

Mineral water labels must list the level of minerals they contain in a set order. Spring waters can list minerals if they wish. Table water with added minerals can list these but must be accurate.

British people consume about 30 litres of bottled water a head each year, compared with 150 litres in Italy. Sales of tap water filters have also risen.

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