P&G Launches Beverage Breakthrough

CINCINNATI, May 23 /PRNewswire-FirstCall/ -- Adding a splash of fruit flavor to tap water now comes at the touch of a button. Procter & Gamble today is announcing a major breakthrough in the filtered water market that will give consumers a flavorful new way to get the recommended 8 glasses of water a day.

P&G is launching PUR Flavor Options, a revolutionary product that allows consumers to choose flavored or unflavored water from their home water filter. By simply inserting a flavor cartridge into the new pitcher or faucet mount and pushing the button, you can add as much or as little fruit flavor as you like to your glass, giving everyone -- from busy moms to kids on-the-go -- a convenient, calorie-free beverage option.

Now available in stores, PUR Flavor Options contains no calories, sugars or dyes and is available in three great-tasting flavors: Raspberry, Strawberry and Peach.

Substituting water for a regular soda every day could also aid in weight loss. According to The Surgeon General's Call to Action to Prevent and Decrease Overweight and Obesity, a difference of one 12-oz. soda (150 calories) most days can add or subtract approximately 10 pounds to your weight each year.

"PUR Flavor Options does far more than provide great taste. Most importantly, PUR filters your tap water, so your family isn't ingesting unwanted contaminants," says Beth Miles, PUR Brand Manager. "Today, we're learning our tap water is not as clean as it could be. Lead, by-products from chlorine - which have been linked to an increased risk of cancer, and many other pollutants are showing up in our tap water."

PUR Flavor Options pitchers and faucet mounts use the same filter technology found in other PUR filtration systems, which are certified to remove 98 percent of lead and 99.9 percent of microbial cysts. PUR filters also reduce many other contaminants. In addition, PUR filters reduce chlorine (taste and odor) and its by-products, so your water is cleaner, tastes better, and is better for you - and now PUR let's you customize your own glass with flavors.

Online coupons are available at http://www.purwater.com/, offering consumers $5.00 off the retail price of a PUR Flavor Options pitcher or faucet mount water filtration system and $2.00 off the purchase of a PUR Flavor Options flavor cartridge 2-pack.

Available at most major retail stores, PUR Flavor Options pitchers are sold at an MSRP of $29.99, PUR Flavor Options faucet mounts at $49.99 and PUR Flavor Options flavor cartridges, which are sold in packs of two, at an MSRP of $9.99.

For additional information about PUR Flavor Options, please visit http://www.purwater.com/.

(1) Overweight and Obesity: What You Can Do: The Surgeon General's Call to Action to Prevent and Decrease Overweight and Obesity. U.S. Department of Health and Human Services. Available at: http://www.surgeongeneral.gov/topics/obesity/calltoaction/fact_whatyoucando.htm. Accessed May 3, 2007.

About Procter & Gamble

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including PUR(R) Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community consists of over 135,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.