Head to Head Staying chilled
The launch of Spearmark’s environmentally friendly EZ-Freeze Pure re-usable hydration bottles, combining patented freezer-stick technology with a water filtration system for chilled water on the go, has quickly caught the attention of retailers in the UK. Alex Bloom, commercial director at Spearmark talks to Yvonne Holberton about the benefits for sporting enthusiasts, retailers and the environment
How is Spearmark doing as a company this year?
As a company we are having a really good year, and with the addition of all the new Cool Gear EZ- Freeze ranges, we expect 2011 to be even better. The introduction of our EZ-Freeze Pure
disposable water bottles were sold in the UK last year and just three billion of those sold
“ Tapped up: Spearmark’s Alex Bloom
re-usable hydration water bottles has been received extremely positively by our retailers. The US forecast for first year 2010 sales for Pure is an impressive $4-5million. Based on this and past sales of our standard EZ-Freeze bottles, we anticipate Pure sales in the UK to be as good if not better than our standard EZ-Freeze bottles.
Why are your Pure water bottles so well suited to active people?
Pure bottles combine patented freezer-stick technology with a water filtration system, which provides a convenient, eco-friendly and cost- effective way of enjoying chilled water wherever you are. The freezer stick keeps drinks refreshingly chilled for hours, while the filter eliminates the unpleasant odour & chlorine taste often found in tap water. Ideal for those who enjoy the taste of filtered water but want a greener replacement to bottled water, and an ‘on the go’ alternative to house-bound filter jugs when they’re out and about.
were recycled, so that’s 10 billion bottles in landfill
Can you explain how they are environmentally friendly?
EZ-Freeze Pure bottles are a far greener replacement to bottled water. Some 13 billion disposable water bottles were sold in the UK last year and just three billion of those sold were recycled, so that’s 10 billion bottles in landfill. So, if consumers switch to a reusable EZ-Freeze Pure bottle, we can prevent hundreds of thousands of disposable plastic water bottles entering landfills.
How do they provide value for money? At £7.99 for two
Spearmark’s EZ-Freeze Pure bottles save consumers money and contribute to reducing landfill
SGB SPORT AUGUST 2010
replacement filters, each litre of EZ-Freeze Pure filtered water costs a mere 0.7p, as
opposed to a water filter jug at 4p/litre and bottled water at 84p/litre,
based on leading brands. The recommended water consumption for the average person is two litres per day, and each EZ-Freeze Pure filter treats up to 540 litres of tap water by removing chlorine taste and odour, which means that each filter will last the average person approximately 9 months!
Do they provide good margins for retailers?
Yes they do, offering retailers up to a 45% profit margin. They are available in a range of 4 sizes – 14oz, 24oz, 32oz and 64oz - with replacement filters coming in a handy two pack.
How does Spearmark help retailers with point of sale materials? We work closely with our retailers to maximise the impact of our Cool Gear EZ-Freeze products in-store. We work with retailers on a one-to-one basis to ensure their individual needs are met.
Does Spearmark have evidence to show how seriously consumers are taking environmental issues these days?
It’s evident there is a clear consumer reaction against the environmental damage caused by disposable water bottles, and EZ-Freeze Pure offers consumers a convenient, eco-friendly and cost-effective way to enjoy great tasting chilled water on the go.
Some 13 billion
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