Isklar, a premium water brand from Norway, will launch in the UK next year.

The brand, which claims its product is derived from Norwegian ice, will support the launch with a £2m campaign. It has appointed creativebrief to search for an agency to handle the launch.

Value sales of water in the off-trade grew 11% to £643m last year, according to the Britvic Soft Drinks Category Report 2007.

Bottled water was also the fastest-growing soft-drinks category in the on-trade, up 28% to £75m.

Water accounts for about 20% of the UK's soft-drinks market by volume, compared with more than 50% in the rest of Europe.