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UK: Sainsbury's quashes Serbia water talk

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UK retail giant Sainsbury's has quashed reports that it will start selling a mineral water from Serbia that has been linked to celebrity chef Jamie Oliver.

Reports from Serbia late last week said the country's second-largest water bottler BB Minaqua had signed a deal with Sainsbury's and would start selling its namesake brand in the UK early next year.

The Reuters news agency quoted BB Minaqua marketing manager Sanja Bjelica as saying the brand would be launched under a promotional push led by Oliver, who has fronted a number of advertising campaigns with Sainsbury's.

However, a Sainsbury's spokesperson denied the retailer planned to stock the Serbian water brand. "We are not planning on selling this water," she told just-drinks today (6 November).

BB Minaqua marketing manager Sanja Bjelica declined to comment when contacted by just-drinks. The company's representative in the UK, Djuro Popovic, insisted Minaqua would hit Sainsbury's shelves "probably before Christmas".


Sectors: Water

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