Tap Tasters Can't Tell The Difference

16 June 2008

The Tap challenge saw 250 people take a taste test on London's South Bank

The test pitted tap water against four brands of bottled water, and the results proved one of the main points of our campaign - people can't tell the difference!

Thames tap water was in a line-up against Evian, Fiji, Drench and Sainsbury's table water.

  • 84% of people failed to identify tap water
  • 30% incorrectly identified Evian as tap water
  • 22% incorrectly identified Fiji, the most expensive brand on the line-up, as tap water 
  • 30% actually preferred the taste of tap water

Some of the best public responses included:

'I found they all tasted like water..'

'Water is water' 

'It's just water, what's the difference'

And on tasting tap water, one taster responded positively..

'It's definitely bottled water!' 

Caution