A new bottle has been created for ethical water brand Belu in a new partnership with a charity set up by the team behind Cobra Beer to help people in south Asia.
Working with the Cobra Foundation, Belu will donate profits from the sale of the specially designed 750ml glass water bottle to fund clean water projects in the region through international charity WaterAid.
The co-branded still and sparkling water bottles will feature the Belu and Cobra Foundation logos together on the front of Belu’s iconic clear bottles.
The partnership has been announced today by Karen Lynch, chief executive of Belu Water, and Lord Bilimoria, founder of Cobra Beer which set up independent charity Cobra Foundation nine years ago to provide health, education and community support in south Asia.
Karen said: “We are immensely proud to have developed this special-edition Belu with Lord Bilimoria and the Cobra Foundation. Finding like-minded individuals who share the same goal, to make the lives of others better, is something to embrace.
“Cobra has an astounding presence in the ‘ethnic restaurant sector’ and we are determined to use this potential to raise money for those who most need it in south Asia.
“Just £15 can enable one person to access a lasting supply of safe water, improved hygiene and sanitation. Through this partnership we have the potential to transform a lot of lives. Every day, every one of our decisions is driven by doing the right thing for people and planet.”
Lord Bilimoria said: “I have always believed that businesses have a responsibility not only to their customers but also to society. I am delighted and honoured to have this opportunity to work with Belu – a company whose ethos I have long admired – to give The Cobra Foundation’s work an even greater impact.
“The difference that WaterAid makes in places like south Asia is huge. They are saving lives every day and I’m humbled that the Cobra Foundation can be a part of that.”
Belu hopes the partnership will give the ethnic restaurant sector, an area in which Cobra Beer already enjoys a 98% market share, a real reason to choose a specific water brand for the first time.
Increased sales will have a significant impact on the annual donations that social enterprise Belu will be able to make to WaterAid. Earlier this year Belu announced the extension of its pledge to donate all profits, with a minimum donation of £1million by 2020, to WaterAid.
WaterAid works in 26 countries across the world, transforming millions of lives by providing clean water, safe toilets and hygiene education.
Barbara Frost, chief executive of WaterAid, said: “WaterAid is delighted that Belu will be working with The Cobra Foundation, who will be bringing Belu water to even more restaurants across the UK.
“The awareness and money raised will support our work in south Asia, transforming people’s lives through clean water, hygiene and sanitation. Every time you choose to drink Belu water, you are supporting WaterAid’s vital life giving work.”