Calcium Water is being introduced under the Hinckley Springs brand in the Midwest, and under the Crystal Springs and Kentwood Springs brands in the South and South Eastern U.S. All three brands are part of the Suntory Water Group. This is the first bottled water company to directly address growing consumer awareness of the benefits of calcium for healthier bones and teeth.
According to the U.S. Report Healthy People 2000: "Calcium is one of two nutrients that has been singled out by the federal government as constituting a sufficiently severe deficiency as to warrant national attention."
Recent medical studies indicate that while we build peak bone mass through our 30s, with age, both men and women lose calcium from the skeleton. However, the rate of loss in women is typically double that of men, and is linked to the slowdown in estrogen production. When bone density loss reaches 25%, this marks the onset of osteoporosis, characterized by skeletal deterioration, leading to bone fragility and increased risk of fractures.
Osteoporosis affects nearly 28 million people, according to the National Osteoporosis Foundation, a number likely to grow to 41 million by 2015. Ironically, osteoporosis is largely preventable with healthy choices, including years of calcium intake.
"Milk is the best source of calcium, but because many people are lactose intolerant, they need alternative choices. Since water is the easiest absorbed beverage and has no calories, Calcium Water is a good source of calcium," said Registered Dietitian Linda McDonald.
The product is available in local Kroger and Piggly-Wiggly stores in the North and Northeast and in Jewel and Dominick's stores in the Midwest. Calcium Water has a purified water base and is available in a one-gallon size and in a six-pack of half-liter size bottles. In just four half-liters per day, Calcium Water provides 24% of the RDI for calcium. National distribution will be completed during 2002.