England's newest natural mineral water company, Iceni Waters, has recruited Shaun the Sheep to promote the benefits of drinking mineral water.

The company has joined forces with Aardman to create special 'Shaun the Sheep' 330ml sports cap bottles.

Complete with labels featuring Shaun wearing a diving mask and snorkel outfit and matching branded shrink wrap packs for six bottles, the water will be available in the off trade from May 2008.

Brett Fleming-Jones, MD of Iceni Waters Ltd, explains: “Research shows that 86% of children in the UK have a higher daily sugar intake than recommended. We decided to create a fun 330ml bottle that would encourage children to drink water in preference to other soft drinks and decided to work with a high profile television character.

“We wanted a personality that was truly English and wholesome to resonate with Iceni: a natural mineral water of provenance – and Shaun fits the bill perfectly! Moreover, Shaun the Sheep has extremely wide appeal.

“It's not just the kids who watch his TV show, Shaun appeals across all age spectrums and this is reflected in the scope of licensing agreements signed by Aardman.”

Sean Clarke, Aardman's Head of Marketing and Licensing, says: “We are delighted to partner with Iceni Waters. We have created a number of funny and quirky water based images of Shaun the Sheep. This combined with his broad appeal, will I'm sure be the formula for hugely successful bottled water.”

Special edition 'Shaun the Sheep' Iceni Water is distributed in the UK by Danfood Ltd.

Click here to view the full image

Better late than never, Katie. I beat you to the story!

Yup, I thought it was worthy of being put in the news section as well

hehe

has anyone had any of this water yet? where can u get it?

lolololololololololololololololololol

I was wondering the same thing.

Well i not seen the drink in the shops where i live,but will keep looking.

I've never seen it either.