Virgin Active, the health club chain, is to become the first company in the UK to adopt a new marketing concept developed by On Product Publishing.

The idea – which has already been picked up by Coca-Cola – is to print a miniature, removable magazine on a bottle.

Virgin Active’s on-bottle magazine will be called Move, and will feature competitions, celebrity fitness trends, reader offers, fitness tips and other features. Bottlestop, Mineral Water Supplier of Buxton, will partner with the fitness chain for the promotion.

Mark Taylor, UK marketing manager for Virgin Active said: "We are very excited to be the first company in the UK to sign up to this unique approach.

"Not only are we confident about it from a marketing perspective, but we are also delighted to offer the public special Virgin Active offers and discounts as well as something fun that they can keep and read at their leisure."

The water bottles will be distributed free to the public across the UK, throughout August 2007.