I went to the Bear Grylls UK Shop and was quite surprised by the premium pricing.

http://www.beargryllsstore.com/uk/

£35 for a 1 ltr Bear Grylss litre Canteen - Osprey 58 Pattern Canteen can be had for £10
£59 for Bear Grylls BearPac20 Day Pack - A Quechua Forclaz 20 can be had for £10

Must be because everything is 'Extreme'