A Consumers' Association survey found plain tap water was not only safe to drink, but also beat dozens of bottled varieties on taste. All of which will do little for the latest designer drink - organic water. A Welsh company is bottling and selling water, called Llanllyr Source, which springs from a borehole in organic fields. But Llanllyr Source, which costs 1.49 for 750ml, has not gone down smoothly in all quarters. One reason, it says, is the difficulty in tracing the source of spring water, therefore ensuring every drop is organic.
Critics say the craze for all things organic is out of control.
The lure of higher price mark-ups and the fact that one in four people now eat some form of organic food has made it a boom sector. Put 'organic' on something and it will increase sales and profit. While the main emphasis is still on organic fruit and vegetables, the processed foods sector has started to cash in on the trend. But these products are not always as healthy as they sound. Many contain additives and have high levels of sugar, salt and fat.