Until Ofwat stopped it, Kelda, the Yorkshire water business, hoped to hive off its water assets into a consumer-owned mutual.

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And another 50-60% in consumer use, in people using water to wash clothes, for example.

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Of course selling a fridge once or twice in the lifetime of a consumer is not the high recurrence business model of sugar-water vendors targeting impressionable children and exploiting their apetite for sugar and instant gratification.

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In a water-starved country like India, this product makes sense both for the environment and the consumer.

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Earlier this year, Coca-Cola was sued by a consumer group over health claims made for its Vitamin Water brand.

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British experts, tasting an array of expensive bottled waters for a consumer magazine, awarded top marks to a humble sample of tap water from Thames Water, a less-than-fashionable utility.

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Although primarily produced for industrial use, the water is purified to drinking-quality using dual membrane microfiltration and reverse osmosis technologies, and marketed as bottled water for human consumption under the consumer brand NEWater.

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Bank lobby groups will try to water down the consumer agency's powers and to persuade lawmakers that higher capital requirements will curb lending to hard-working Americans (and put the industry at a disadvantage to international rivals).

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