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CARLSBAD ---- Carlsbad's Bill Holloway has a patent on his Penta Ultra Premium Purified Drinking Water formula ---- and four more pending in Washington, D.C.

The 63-year-old scientist is serious about protecting his formula, and with good reason. His Carlsbad-based Penta reportedly is the leading pure-water company at health food stores across the nation and Canada, and his family-owned firm reached that peak without any organized marketing program.

So, what's in this stuff that makes it so good?

"It's what's 'not' in it," Holloway said. "Our water is purified with a unique molecular structure that has been proven to be absorbed by human cells faster and more effectively than other water. Simply put, Penta will help your body stay healthy and function like it's supposed to."

Holloway has thousands of testimonials in writing from ailing arthritic and cancer patients to buttress his point.

He said his son, Mike Holloway, is a technician who spent years with NASA and British Aerospace, and that together they developed a formula to take water purification to a much higher level.

To the Holloways, bottled water is far more than just a stylish fad. Bill Holloway said the water formula actually saved his life.

Some years ago, he was diagnosed with Fibromyalgia, a chronic fatigue immune dysfunction syndrome, a disease that makes its victim feel like they have the flu all the time. There is no cure for the disease. He said he contracted the rare disease working with heavy amounts of mercury in a previous job.

He said he began researching ways to combat the disease, working on the simple fact that water is the conduit that delivers and manages the recovery of damaged cells in the body. The purer the water, the faster it works.

So, Holloway set about figuring out how to purify ordinary city water with a new method of reverse osmosis. He said he and his son stumbled upon the formula by accident. The resulting highly purified water caused him to feel better and to lead a relatively normal life. And, that, Holloway said, is when he began to think he could bottle and sell his water.

Penta is the only formula utilizing a natural physics process instead of chemicals to restructure water. It's this process that they've patented, and it's helping all sorts of people with ailments, he claimed.

"The sicker and older you are, the more your body needs pure water to help recover itself," he explained. "Penta water doesn't cure anything, but it manages the body's recovery faster."

He said cancer chemotherapy patients seem to be at the top of the list of people drinking the water, along with teenagers suffering from acne and people with cirrhosis and congenital heart disease.

One San Diego woman wrote Holloway: "I am a lung cancer patient getting chemo treatments. ... and drinking three to four bottles of Penta a day, I have been able to avoid some of the unpleasant symptoms from the chemo treatments."

He said that with chemo patients, as with people with arthritis, his water helps to reduce swelling.

"When you reduce swelling, you eliminate pain," he explained from his first-hand experience.

With no advertising and no organized marketing plan, Penta's popularity has been primarily word-of-mouth between ailing folks, health addicts and physicians.

Wild Oats Natural Foods Inc., which owns Henry's markets, and a host of other health-oriented stores across the nation, reported recently that Penta Water was its No. 1-selling product. Similar reports have come from Boney's and other leading health food stores. Just recently, the Holloways moved their product into mainstream supermarkets such as Ralphs, Vons and Safeway.

"We're now the No. 3 selling bottled water in Vons and Safeway," Holloway said.

He said there are three basic things you have to do to keep yourself healthy: eat right, exercise, and stay well-hydrated.

"Most of the people in America walk around in a state of dehydration," he concluded. "Our water protects DNA. It acts as a sort of anti-aging process. Heck, it may even be the fountain of youth."

Penta Water's Internet Web site is at: www.pentawater.com. Contact Holloway directly at: wdh@pentawater.com.

Contact: Tom Morrow via e-mail at: tmorrow@nctimes.com, or call him at: (760) 901-4074.