1. food and drink

Ultra Beauty drink
Bella Berry
Naturally Beautiful
Suzannah Baker
E: [email protected]
P: +44 (0) 7712 549 221
ultraskinbeauty.blogspot.co.uk
www.facebook.com/UltraSkinBeauty
@UltraSkinBeauty
“The secret to staying
young is to drink Bella
Berry, and to lie about
your age”
Why choose Bella Berry for Drinkpreneur?
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A significant market gap exists for this product, and feedback from target market
consumers is overwhelmingly positive
The drink is inspired by the advanced beauty culture of Asia: time spent in China
and a honeymoon in Japan, and by working in the beauty industry; we are
passionate about innovating to give consumers what they really want
The drink is unique – it is a blend of ingredients, branding and market position
that does not exist today
The company Ultra Beauty and our drink Bella Berry are a small UK based start
up company with real honesty and soul – founders who are passionate about the
industry and making a difference for consumers
The key founder Suzannah Baker has worked in global
advertising agencies in London and New York for over ten
years, knows how to tap into markets
We need your help! Having said all of that, we are at late stage
sampling in the product’s development, but need your input to
get it over the line. We need partners for the manufacturing
and logistics of getting it to market, and tweaking of the final
branding…
The explosion of innovative drinks and liquid beauty
Bella Berry directly addresses a very clear market opportunity, and brings affordable,
fun RTD beauty drinks to the mass market
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The global soft drink market has grown for its seventh year running to over £200bn – the
UK capturing over £15bn of this. The majority (61%) of drinks bought are low calorie,
reflecting changing attitudes to health and diet
Functional drinks are the fastest growing sector. They appeal to consumers seeking
specific benefits with a 'healthiness-on-the-go' idea. These beverages feature added
vitamins, minerals, or extra fruit or vegetables, and promote benefits like improved
immunity, skin health and an energy boost
Meanwhile, the global beauty industry has grown for the twelfth year running, to over
£190bn. Of this, the UK represents again £15bn. Anti-ageing and skincare are the largest
subsector of this recession-proof market. Mintel reports that 28% of 16–35 year olds take
vitamin supplements designed specifically for skin health and beauty
Unsurprisingly then, a huge growth area with significant potential is beauty drinks: daily
vitamin and collagen supplements in drink form, with ingredients that give you younger
looking skin, shiny hair and strong nails. Gold Collagen is one very successful example and
a bestseller in Boots. However, these medicinally-branded premium products are
expensive at £3+ per bottle, have a recommended course of two months+, and are fairly
hard to find - in the vitamin aisle at specialist health shops
This leaves most consumers completely unserviced - Bella Berry addresses this
The problem, and our solution
Bella Berry does not just try and ‘sell to consumers’, it brings them what they want
in accessible and affordable way
For beauty, the only truly functional drinks are medicinal, expensive, and
inaccessible to most consumers.
There does not exist a hybrid nutritional and readily accessible beauty drink
for the mass market, and this huge consumer group remains unserviced.
Our solution targets the three problems with existing beauty drinks:
1. Their pharmaceutical appearance and serious branding
2. Inconvenient positioning and niche points of purchase
2. Their prohibitively expensive price point
Bella Berry will revitalise the RTD category
Sold in the convenience aisle,
among RTD juices, smoothies,
mineral water and carbonates,
at a comparable price to
existing lunchtime RTDs: £1.601.80
Bella
Berry
will
add
something new to the
category – as well as
containing all natural fruit
juices, and packed with
vitamins, it also contains
collagen – the building
blocks of skin, hair and nails,
which is becoming more and
more well known for its antiageing
and
beautifying
properties
This natural, refreshing blend of
pomegranate and blueberry juices
and water contains a proprietary
blend of collagen, vitamins, minerals
and green tea for optimum skin
health, radiance and energy – as well
as being a delicious hydration solution
Contains 70 calories per 330ml
bottle, so sits in the Low Calorie
category
Functional: contains de-stressing and
beautifying vitamins C, E, B6, B12,
biotin plus green tea and collagen, for
feeling good all over
Targeted at mainstream consumers
and is priced accordingly
Why will consumers choose Bella Berry over competitors?
Every mainstream functional drink targets the nutrition market.
Bella Berry merges beauty with health, at an affordable price
The company and founder
Ultra Beauty as a growing beauty brand
Ultra Beauty is a beauty and lifestyle brand. The cornerstone is a blog, supported by a Facebook and Twitter
community. These three channels feature original articles and photography on diet, lifestyle and products, plus short
tips and links to other people’s blogs, and news. The Facebook page gained 15,000 followers in its first month
Founder and CEO Suzannah Baker has been an advertising and branding executive for ten years, working in large
WPP agencies and running global campaigns for brands such as Rolex, Shell, Gillette and Pepsi. As a beauty and
health enthusiast, her Ultra Beauty blog was started in response to questions about her diet and make up
techniques. The blog showcases her ideas and advice about how to achieve optimal health and beauty, and has built
up a strong community in fifteen countries, of women who discuss tips and tricks and inspiration.
The Ultra Beauty brand gives an option for the springboard for the beverage: the brand’s userbase and clear values
have already been shown to be popular, and its channels are ready set up to launch the drink
Industry background
The changing soft drinks market requires a new product
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The range of drinks on the shelves is growing, giving consumers a wider choice
than ever before
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So too are the occasions for drinking soft drinks: time pressures mean ‘grazing’ and
snacking out of home is growing, happening at multiple times per day
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Purchase often occurs for emotive reasons, such as a desire to get fit, and guilt
over past food choices. E.g. a calorie-free soda such as Diet Coke to drink with an
indulgent meal, or a ‘healthy’ fruit smoothie when hungover
• Consumers’ health needs are becoming more diverse, with
gender variances. While men want energy, nutrition and Men’s
performance enhancement from their drinks, women are performance
drinks:
more interested in weight loss, skin health, energy and
detoxifying
• The trend towards healthier drinks has created a number of
new categories and changed the consumption trends of the
beverage industry as a whole. While previously dominated by
carbonated soft drinks, product categories with a healthier
image, such as bottled water, energy drinks and vitamin
enhanced waters are quickly gaining market share
Women’s
enhanced
drinks:
Background, continued
Liquid nutrition through enhanced drinks: a convenient health boost
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Convenience is a driving factor in purchase, with ready to drink seeing the highest growth. Most RTD
purchases are made as impulse buys, from mainstream shops, not specialist health retailers
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Young working women have a relatively large disposable income and are happy to premiumize their drinks,
paying more for ‘results’
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Every single occasion for drinking and eating is an opportunity to achieve a personal health goal, with liquid
nutrition leading the way: selecting an ‘enhanced’ drink is seen as a smart way to make the most of your daily
diet choices
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Multitasking now extends to the drinks that we choose, and women look for beverages that don’t just have
zero calories, or naturally occurring vitamin C: they are willing to try innovative products with added health
benefits
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E.g. on 10th March 2014, Innocent launched ‘functional smoothies’ centred on soft health claims – three
varieties will use ‘Defence, ‘Energise’ and ‘Antioxidants’ positioning. The drinks have a RRP of £2.35
Current market – which soft beverages do women drink?
RTD
category
Global
market
worth
Growth of
category
Brands
Size ml Price £
15-20%
£105 billion annually since Ultra Beauty drink
330
2006
CAGR of 2.7%
£64,501
Orange and apple single serve juice such as
Juices
between 2008
330
million
Tropicana, Copella, Innocent
and 2012
20% yearly Barista-made coffee and tea, Starbucks,
Hot
growth in value Caffe Nero, Pret and Eat. ‘Healthy’ options
£8.7 billion
240 - 350
beverages
between 2009 such as black, skinny latte and soya
and 2014 cappuccino
Enhanced
water
Drinks with a perceived edge on plain water.
Average 10%
Functional
The most drunk is the regular variant, but
£10.2 billion yearly between
waters
there exists a few no added sugar types.
2009 and 2012
Aimed at men, but also bought by women.
500
Pureed fruit sometimes sweetened with
159% in
honey or sugar. Can have yoghurt and milk
volume sales added. Fruit juices and smoothies often
between 2005 count toward people's target of consuming
Smoothies £1.7 billion and 2007, then five portions of fruit and vegetables a day,
250
a 36% decline creating a marketable health benefit. Prebetween 2007 made brands include Naked Juice Company
and 2009 and supermarket own labels, but Innocent is
the European market leader.
11% between
Diet Coke, Diet Pepsi are market leaders.
2009 and 2013.
Generally drunk at lunchtime or later; as it is
Diet and low
perceived to be too unhealthy to start the
calorie are
Carbonates £117 bn
day with. The classic guilty pleasure, as it
330 - 500
fastest growing
contains almost no calories so can
segments,
theoretically be consumed without limits,
capturing 15%
but is thought of as mildly unhealthy
of total market
Sugar (g)
Calories
(kcal)
Caffeine
Vitamins
Other nutrients
1.8
4
20
Yes
A, C, E, B
complex
Collagen
1.50 2.50
33
158
No
Vitamin C
naturally
occuring
None
1.50 2.90
0 - 16
0 - 120
Yes
None
None
Range of
added
vitamins and
Some have minerals, e.g.
added
vitamins A, C,
caffeine
B, E, zinc,
calcium,
biotin,
chromium
Electrolytes,
taurine, fruit
polyphenols
1.502.50
0 - 32
5 - 120
1.80 2.50
25
127
No
A and C
None added;
fruit contains
polyphenols
0.60 1.80
0
3
Yes
None
None
Current market – the problem with these drinks
Women are more aware of the harm that sugary and caffeinated drinks have on their skin
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The majority of the drinks on the previous page are actually not as ‘healthful’ as they make out, and
women are wising up to the truth. For example, in 2012, consumption of fruit juice fell by 4.9%. In
particular, smoothies struggled – volumes were down 6.4% on 2011
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Most women want to have flawless, radiant skin that resists ageing and wrinkles, so avoiding excess
sugar is high on their priorities. Dermatologists have found that aside from weight gain, sugar in juice
and smoothies has a damaging effect, making skin blemished, puffy and saggy
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Similarly, coffee is not good for the beauty of the skin because it prevents DHEA from being produced.
DHEA is a chemical in the body that regenerates and nourishes the skin. Excessive coffee can create a B
vitamin deficiency, which makes you feel exhausted and nervous. Moreover, caffeine is dehydrating,
meaning coffee enthusiasts’ skin looks wrinkly sooner
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Therefore, the pursuit of beauty – smooth, glowing skin, slim body and boundless energy - are the polar
opposite of what ‘health’ drinks or coffee actually offer. There are very few other options
Popular drinks for women, and the equivalent amount of sugar in each, in food equivalent:
This Water pure
squeezed lemon
and limes 250 ml
Sugar
equivalent: 2
Kellogg's Chewy
Marshmallow
Rice Krispies Bars
Prêt orange juice
500ml
Sugar equivalent:
13 Hobnob
biscuits
Innocent
pomegranate,
blueberries, acai
smoothie 250ml
Sugar equivalent:
3.5 Krispy Kreme
doughnuts
The Ultra Beauty drink: Bella Berry
A groundbreaking mainstream drink with real beauty benefits
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Bella Berry will appeal to the mass market as a healthy, refreshing
supercharged low calorie juice drink – at an affordable price and easily
available
Unlike other drinks, it contains just 70 calories per bottle and is naturally
sweetened, contains a proprietary blend of skin-friendly vitamins and
importantly – collagen – the building blocks of glowing skin, strong nails and
shiny hair
Refreshing, delicious with skin-friendly nutrients, Bella Berry drinkers will be
those seeking a healthy alternative to water, juice, smoothies and coffee –
an enhanced hydration solution which will become a lifestyle choice
Superfruits pomegranate and blueberry juice form the base of the drink, and
it also contains anti-ageing vitamins B6, B12, C and E, green tea, biotin and
has no added sugar and no artificial sweeteners; the formulation stimulates,
providing an instant lift. Benefits are felt as well as seen, and the drinker
feels good all over
Our drinker knows that with regular use, the vitamins, superfruits, green tea
and collagen will promote radiant, clear skin that glows with health, as well
as reducing stress and naturally increasing energy
There are currently few drinks like this available in mainstream stores; a
good comparable being the male-targeted Vitamin Water Zero, which has
done a brilliant job appealing to both sexes
Comparable drinks on
the market in the UK
Bella Berry will stand out from the crowd
The drink’s appearance will be unusual, yet reassuringly classic
Size, bottle and labelling
• Bella Berry will be 350ml, packaged in a clear
plastic bottle. The label will partially cover the
bottle so that you can see the product inside, and
is 330ml – so less chance of wastage than with big
500ml. The bottle will be a classic shape, with a
small opening
• The similarity in appearance to existing drinks will
make transition to Bella Berry an easy one – the
buyer seen to be making a smart choice – rather
than making a statement
Price point
• In line with other RTDs, but significantly
differentiated from drinks with skin benefits, the
RRP will be just £1.60-1.80
• Boots, Waitrose, Sainsbury’s and Tesco and other
major retailers will be approached with regards to
including the drink in their meal deals
Some of the other designs put forward
Direct competitors to Bella Berry
Brand name
Manufacturer
Other nutrients
Available
Size ml
RRP £
Calories
(kcal)
Caffeine
Vitamins
Functional waters/RTD teas
Sobe
PepsiCo
Large retailers, not widely
available
500
1.45
10 - 100
No
C, E, B, Zinc
Electrolytes
Vitamin Water Zero
Glaceau
Most large retailers
500
1.99
5
No
A, C, E, B
None added
Solution Sciences
Mostly specialist health
shops
330
1.50
100
No
B, C, D E, K
Potassium, Calcium, Selenium, Collagen
BeautyIn
private label
High end shops like Harvey
Nichols and Selfridges
340
3.80
15
No
A, C, E, B
Potassium, Calcium, Selenium, Beta Glucan
Vita Coco
All Market Inc.
Large retailers, not widely
available
330
1.99
90
No
None added
Made of pure coconut water, which contains
naturally occuring potassium
Coca-Cola
Large retailers, not widely
available
414
70
No
None added
Made of pure coconut water, which contains
naturally occuring potassium
Bio-Synergy
Small number of large
retailers and
specialty/luxury stores
500
1.49
10
No
D
Chromium, zinc, L-Carnitine
Britvic
Large retailers
500
1.20
140
Yes
None added
None added
Mangajo Drinks Co
Large retailers, not widely
available
330
1.70
75
Yes
None added
None added
None added
Unknown as yet. Premium green tea with
chamomile/peppermint
Alibi
ZICO Coconut water
Skinnywater
Lipton Iced Tea
Mangajo Iced Teas
Teasy (launching 2014)
Jimmy's Iced Coffee
Honesty Foods
private label
Large retailers, not widely
available
330
Specialty stores only
1.59
118
Yes
None added
None added
50
3.59
20
No
C
Collagen,
60
20 for two
weeks's supply
27
Yes
D
Blue-green algae, blueberry extract
5ml (dilute with
25 for one
water)
month's supply
25
No
None added
Hyaluronic acid, reservatrol
1 tsp (mix with
water)
92
No
B, C, E
Hyaluronic acid, collagen
Liquid beauty supplements
Gold Collagen
private label
FTN beauty shot
FTN Believe
Specialty stores only
Fountain (dilute)
Deciem
Boots
Rejuvenated
Online only
Rejuvenated Collagen Shots
36 for one
month's supply
Competitor trends in functional drinks
More liquid beauty products and supplements for women
‘Fountain’ beauty and longevity
supplement – a dilute sold in chemists
‘Beauty In’ was launched beginning of 2014
as a beauty and vitamin drink sold in high end
stores such as Harvey Nichols for £3.20
Gold Collagen is the UK’s first collagen supplement and is Boots’ most popular drink,
despite it’s £75 a month price tag. It is not a RTD beverage though – just a liquid
supplement
Green tea as a more and more popular drink,
seen in a huge variety of stores and
formulations
‘Beauty’ gets its own section in the
vitamin aisle
SWOT analysis: The brand faces a competitive environment
Strengths
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The only mainstream drink with collagen and vitamins
in a RTD format
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Distinctive look: fun, simple and stylish unlike the
serious health drinks currently on the market
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The only mainstream vitamin drink with collagen. Apart
from Vitamin Water Zero, the only low calorie vitamin
drink
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One of the very few RTDs that is under £2 and can be
bought in normal shops, along with everyday ready to
eat food choices
Weaknesses
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Opportunities
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Health concerns: women want to optimise their food choices
in new ways, such as enhanced beverages: both as a health
boost, and to undo damage of previous food and lifestyle
choices. More scientific studies on the potency of green tea
for longevity and weight loss
High public awareness of the wellbeing benefits of Ultra
Beauty’s ingredients means acceptance is likely to be easier
than if introducing a new set of nutrients
Very small number of direct competitors
Similar brands have taken out large advertising campaigns to
increase awareness of the health benefits of the ingredients
– B vitamins, green tea, collagen – so Ultra Beauty has to
work less hard to persuade consumers that they are worth
paying more for (as opposed to drinking water or cheaper
soft drinks)
New to the market: the brand needs to make an extra
effort to establish credibility
Public confidence in the efficacy of collagen is varied:
while users of this supplement are evangelical about it’s Threats
effects, there exists a lot of doubt, especially outside of
• Other drinks are being launched every month that get closer
major cities
and closer to Bella Berry. Soon there will be more
High cost of ingredients and low profit margin: until
competition
sales take off, the company will take a very low margin,
• Securing a reliable and cost effective supply of the
so that the drink can be sold at an affordable price
formulation and bottles will be more difficult for an private
Lack of knowledge of manufacturers and distributors
label than for the large corporation, so supply could be
Because collagen is such a relatively unknown ingredient
threatened
in Europe, it is likely that manufacturing will have to take
place in Asia
The target market is waiting for Bella Berry
Rather than a specialist product, Bella Berry will be bought by a wide range of women
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Bella Berry will be a mainstream product,
bought by women aged 18 – 35 as impulse
purchases while out of the home
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It will be sold in the chiller next to grab and go
items such as sandwiches and salads – a
section of food retailers that women of this
age group are very familiar, visiting daily. It
will sit next to juices, carbonates, smoothies
and mineral waters
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Most of our drinks will be purchased in the
morning as a ‘healthy start to the day’ and
alternative to other caffeinated drinks, or in
the afternoon for an energy boost; or to offset
the perceived effects of the previous day’s
eating and drinking
The target market is ready for Bella Berry
Convenience and health are key to this group
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Health-aware, already purchasing vitamin
supplements, occasionally specialist health food
(i.e. wheat-free or Omega 3 enriched) and roughly
know the effects of diet on health and looks
Beauty-conscious but not obsessed, so spending
money on mid-range to premium skincare
products and reading articles on how to have
healthy, radiant skin. Not necessarily thinking of
‘beauty’ as a hobby or interest
Live in the Capital or large urban areas such as
Bristol, Birmingham and Cambridge
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Aware that traditional non-alcoholic beverages
such as coffee and orange juice are not healthy
and may actually damage their beauty – but not
sure what alternatives they should be purchasing
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They prize convenience and price as key to
purchasing decisions: need fast, local food
options to fit in with their busy working and social
lives but will not pay over the odds for any one
item. For a beverage to fit into their daily food
budget, it must be at the same price point as
other beverages – whether the quality is
comparable or not
Operational plan
Formulation and manufacture
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What stage is Bella Berry at? We are second stage sampling and brand building, and would
love your input on this
Is the branding final? No! We have a number of brand ideas, names and paths to market
Where are you based? To date, the company has been run from the Ultra Beauty office in
West London
Formulation: The formulation and trials are taking place at MyDrink Beverages, which is a
beverage innovation company. They will take care of the recipe development, prototype,
laboratory testing and formula optimisation. They also advise on manufacturers and bottling
plants
Investment to date: So far costs include £2000 development costs with MyDrink, and various
smaller incidental costs, but no debt has been taken. A £20,000 government loan has been
secured, and additional equity is available from passive investors if required up to c.£100,000
Equity: 100% of the equity is with the founder
Costs for manufacture, bottling and distribution are expected to be £0.50 per bottle
Wholesale price will be £0.90 per bottle
RRP price will be £1.60-1.80
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Please see attached financial plan for more detail!
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Operational plan
Marketing
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Exposure of the brand to the target market is of primary importance. The plan is to
start with targeted locations in select cities, and then to branch outwards to cover
nationwide outlets.
‘Coming soon’ promotions near where women would normally purchase their
usual RTD – near Starbucks, Wasabi, Prêt etc. in shopping centres, business district
zones, high streets
Social media campaign to take place as a sister channel to the Ultra Beauty social
media communities, backed by Ultra Beauty
Pop-up shops with promotional staff selling the drinks at Canary Wharf, Waterloo
station and Westfield shopping centre
Small, independent convenience shops will be contacted re. selling the drink
alongside their range of ready to eat food. We will enlist the help of a distribution
consultant who has existing relationships to make first contact with major stores
Once a customer base has been attracted, large mainstream retail stores will be
contacted – Tesco, Boots and Waitrose
Appendices
1. Alternative branding: Face Lift
The Face Lift route is more niche, and would appeal to a smaller market – but is
totally different to existing products and would create a buzz around the
controversial name.
The name has a double meaning:
SMILE: Your face is lifted with a smile because of the tangy and delicious berry
burst mouth party, and because of the energy-giving vitamins
IMPROVED SKIN: The collagen overhauls your skin by smoothing wrinkles and
giving you a radiant, young looking complexion
Appendices
2. Bella Berry’s nutritional information per 330ml bottle:
Hydrolysed Collagen: 2500mg
Vitamin C: 80mg
Vitamin E: 6mg
Zinc: 1.5mg
Vitamin B6: 1.4mg
Biotin: 50mcg
Green tea
Natural fruit extract: blueberry and pomegranate
Energy: Under 70 kCal per 350ml bottle
3. Inspiration for branding and design:
4. Style of plastic bottle:
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Clear
350ml
Classic design
Possibly printed on inside of label, visible
through the liquid (like Fiji)
Style of opening:
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Small
Regular screw top
Thank you!