Vittel had been a sponsor of the event for 11 years but this will switch to Nestle Pure Life from 2010. At the same time the headline sponsorship changes from Flora to Virgin.
The world's largest water brand, Nestle Pure Life, launched in the UK in 2008 and is available from major supermarkets. The brand positioning aims to encourage families to adopt a healthier approach to food and drink.
David Bedford, Virgin London Marathon race director said: ‘We want the race to be a successful family friendly race, so it's great to have Nestlé Pure Life on board encouraging families to be active and adopting a healthier lifestyle together.'
Last year the Vittel brand suffered a 55% drop in sales according to Nielsen. A spokeswoman for the company said that Vittel would remain a brand focusing on the on-the-go market with ‘select distribution'.
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