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Reverse osmosis is the finest water filtration method known. This process will allow the removal of particles as small as ions from a solution. It is used to purify water and remove salts and other impurities in order to improve the color, taste or properties of the fluid. R.O. uses a membrane that is semi-permeable, allowing the fluid that is being purified to pass through it, while rejecting other ions and contaminants from passing. This technology uses a process known as crossflow to allow the r.o. membrane to continually clean itself. This is the reason of why an r.o. element can last many years before clogging or need replacement. This water purification process requires a driving force to push the fluid through the membrane, and the most common force is household water pressure or pressure from a booster pump. The higher the pressure, the larger the driving force and efficiency.

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First, Coca-Cola's new brand of "pure" bottled water, Dasani, was revealed to be tap water taken from the mains. Then it emerged that what the firm described as its "highly sophisticated purification process", based on Nasa spacecraft technology, was in fact reverse osmosis used in many modest domestic water purification units.

The entire UK supply of Dasani was pulled off the shelves because it has been contaminated with bromate, a cancer-causing chemical.

It goes something like this: take Thames Water from the tap in your factory in Sidcup, Kent; put it through a purification process, call it "pure" and give it a mark-up from 0.03p to 95p per half litre; in the process, add a batch of calcium chloride, containing bromide, for "taste profile"; then pump ozone through it, oxidising the bromide - which is not a problem - into bromate - which is. Finally, dispatch to the shops bottles of water containing up to twice the legal limit for bromate (10 micrograms per litre).

Bromide is a naturally occurring trace chemical that has a sedative effect. It is said to have been added by the British army to soldiers' tea during the WWII to dampen down their lust. But when it is oxidised into bromate it becomes "a pretty nasty carcinogen", according to David Drury, one of the principal inspectors for the DWI.

"I've checked Thames water's supply this morning and it is free of bromate," he said.
The legal limits are set to have a wide margin of safety, and the Food Standards Agency advice yesterday was that while Dasani contained illegal levels of bromate, it did not present an immediate risk to the public.

"Any increased cancer risk is likely to be small. However the levels are higher than legally permitted in the UK and present an unnecessary risk. Some consumers may chose not to drink any Dasani they purchased prior to its withdrawal given the levels of bromate in it," the FSA said.

Coca-Cola said it was voluntarily withdrawing all Dasani "to ensure that only products of the highest quality are provided to our consumers".