SAUSALITO, CA--(Marketwired - Sep 17, 2013) - Fred Water announced today that it has partnered with Dr. Robert Lustig and his Institute for Responsible Nutrition in Fred Water's mission to educate consumers on the truth about sugar and its dangers. With almost 3.8 million views on YouTube, Dr. Lustig's video "Sugar: The Bitter Truth," created shockwaves when it vilified fructose and told the truth about how it becomes like poison in the body. Fred Water's own "Sugar is Killing Us" campaign, took an even more aggressive stance against sugar, with the goal of helping Americans understand the truth.

Dr. Lustig founded the Institute for Responsible Nutrition to address the current food supply in the trio of rapidly worsening epidemics -- obesity, type 2 diabetes and fatty liver disease. The organization is made up of dedicated leaders looking to change the landscape of health in America by identifying those harmful food products driving this trio of epidemics. 

"As a doctor, I have a passion to get the truth out there about sugar and its undisputed link to obesity across all age groups, regardless of demographics," said Dr. Lustig. "We believe that by partnering with companies such as Fred Water, which has a similar objective, we can join forces to bring education and real solutions to help people understand the truth about sugar as well as opportunities to reduce sugar's negative impacts on our lives."

The goal of this partnership is to educate consumers and reduce people's consumption of processed sugars. As a part of this partnership, Dr. Lustig and his team have taken over the administration of Fred Water's "Sugar is Killing Us" campaign, including all social media outreach and moderation. These social media sites reach thousands via Twitter, Facebook and YouTube with new facts and helpful hints on eliminating sugar and improving the health of children.

"It is encouraging to see that water is becoming the drink of choice for more people as consumers become educated on the importance of what they put into their bodies as well as their children's," said Adam Gayner, co-founder and CEO of Fred Water. "The bottled beverage industry is seeing declines in sodas, while demand for bottled water continues to rise. We truly believe in Dr. Lustig's mission to eliminate unnecessary sugar from the American diet and are excited about our partnership moving forward."

September is National Childhood Obesity Awareness month. Educate yourself and your children about the dangers of sugar by watching "Sugar is Killing Us" and "Sugar: The Bitter Truth" on YouTube. Take Fred' Water's challenge and replace juice boxes, energy and sports drinks from your child's lunch with a bottle of water. Not just Fred -- any water will do.

Connect with Fred Water on Facebook, Twitter and Instagram:
Twitter @fredwater
Instagram: @fredwater

About Fred Water:
Two guys in Brooklyn created a brand that advocates the indisputable greatness of water, and they offered it in a flask-shaped bottle that makes staying hydrated throughout the day easy. Today Fred's pocket-friendly, refillable bottles are BPA-free and Phthalate-free, and come carrying velvety smooth, exceptionally pure natural spring water from the USA. Since Fred Water believes in reincarnation, the bottles can be upcycled into super soft t-shirts when they are end-of-life. Refill and respect: Learn more at

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Ashton Maxfield