European expansion sees Icelandic Water Holdings sign distribution deal with Kruytbergh Foodservice BV for Benelux region

November 28, 2005

Icelandic Water Holdings made further progress this week with its European roll out of premium brand, Icelandic Glacial Mineral Water... as it signed an exclusive agreement with newly formed Kruytbergh Foodservice BV

The agreement will see Icelandic Glacial make a substantial footprint in the Netherlands market for premium bottled mineral water, through Kruytbergh’s focus on both Retail and the Petrol station sector. HORECA sectors sales will also be rolled out in 2006

Kruytbergh Food Services BV will be headed by Pieter Oosthoek, who comes from a distinguished senior management background at FMCG companies including Sara Lee and Pepsi Cola, and has a proven track record in bringing innovative concepts to market

In the premium brand market, IG aims to gain market share against existing producers in the sector.

Icelandic Glacial and Kruytbergh have made a fast start to the alliance, and are already live in a number of Petrol outlets, both company owned, franchised independent’s as part of Total’s new ‘Revitalise Corner’ concept (Pictured below), and dealer owned (Shell).

Pieter Oosthoek, CEO and founder of Kruytbergh Food Services AV commented, “We have been very impressed with the overall concept of Icelandic Glacial and the more than distinguishing packaging design; the brand has been well received in the market so far.

With Kruytbergh’s strong distribution capabilities, we will provide accelerated sales potential in the region, to grow share by challenging the stronghold of more established brands in the market.”

Icelandic Water Holdings Director, Kristjan Olafsson added, “In Kruytbergh, we have found the right partner to focus on Icelandic Glacial brand and provide a high profile entrance into the Benelux market”