SUBSCRIBE

Breaking News on Beverage Technology & Markets

News > Manufacturers

THE BEVERAGEDAILY BASEMENT TAPES: CHRIS HANNAWAY, OVERLY SPORTS DRINK

Sainsbury's listings at 19, a sports drink launch at 24: Overly entrepreneur on guessing Justin King's email and casting off wide-eyed innocence

By Ben Bouckley+

10-Jul-2014
Last updated on 10-Jul-2014 at 18:34 GMT

Sainsbury's listings at 19, sports drinks at 24: Overly comes of age
Sainsbury's listings at 19, sports drinks at 24: Overly comes of age
Loading...

Young entrepreneur Chris Hannaway and childhood friend Will Hammersley launched frozen yogurt brand Arctic Farm into Sainsbury’s at the tender age of 19. Now they’re back with sports drink Overly. This is Chris’s story…

“We got our Sainsbury’s listing after someone on my course did a placement with their buying team, and passed on a phone number," Hannaway, now aged 24, tells Ben Bouckley about yogurt brand Arctic Farm, in this new slot that lets you listen in on the call during an interview.

“That was just a starting point. But we then found out that [recently departed] Sainsbury's boss Justin King went to my university and did the same course, so we guessed his address, emailed him," Hannaway adds.

“The buyer had just changed over. So by the time a new buyer came in we’d already met her boss, and had some email support generally from Justin King. So I don’t think she could really say ‘No’ at that point!”

After exiting yogurt (the picture shows Chris and Will in 2010 after the launch) and a false start in iced tea, Chris and Will decided to pivot into sports drinks by targeting “ambitious young guys”.

“This struck us as a more dynamic category, one we were a bit more passionate about – with the target consumers more like ourselves," Hannaway says.

"Mainstream sports brands have seemingly been in decline for the past few years. There’s an opportunity and react in a way…after a workout, before you play five-a-side, etc. You don’t want to treat your body to artificial sweeteners, artificial colors and flavors.

“Also something that doesn’t taste particularly great, and can look like a bottle of antifreeze at times. We want something that tastes amazing, is all natural and has a lot going for it in terms of the potassium levels of coconut water, vitamins and that kind of thing.”

CHRIS ALSO GIVES US HIS VIEWS ON…

  • Why sports drinks have a bright UK future, despite some negative comments from a Tesco buyer at the recent DrinkPreneur Live! conference in London .
  • Overly’s positioning: A lifestyle drink that uses tongue-in-cheek, brash humor and contains high vitamin and electrolyte levels. The all-natural stevia-sweetened drink is designed to be healthier than typical sports drinks, taste better and be more mainstream in terms of packaging and appeal.
  • Backing for the brand thus far and progress with distribution, with a Planet Organic listing already confirmed.

Subscribe to our FREE newsletter

Get FREE access to authoritative breaking news, videos, podcasts, webinars and white papers. SUBSCRIBE

Related products

Smoothie brand Froosh warns of ‘social washing’ within supply chain

Smoothie brand Froosh warns of ‘social washing’ on supply chain sustainability

Scandinavia’s top-selling smoothie manufacturer Froosh has called for ‘trade not aid’ in developing countries...

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Jane Barnett

Insights manager for Australia-New Zealand, south east Asia and India,...

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’ Expert warns wannabes

Beverage brand development guru James Tonkin has warned wannabe entrepreneurs that going up against...

Coffee may hydrate athletes just like water: Researcher

Coffee may hydrate athletes just like water: Researcher

Sophie Killer

Doctoral researcher, Loughborough University

Caffeine in small doses and during training may boost performance

Caffeine taken during training and even in small doses may boost sports performance: Researcher

Sophie Killer

Doctoral researcher in exercise metabolism and performance nutrition

'People don't break windows': Second Glass boss on US Wine Riots

'People don't throw chairs and break windows': Second Glass boss on starting US Wine Riots

Dubbed the 'Prince of Boston's Wine Revolution' by Stuff magazine, Second Glass founder Tyler...

Sainsbury's listings at 19, sports drinks at 24: Overly comes of age

Sainsbury's listings at 19, a sports drink launch at 24: Overly entrepreneur on guessing Justin King's email and casting off wide-eyed innocence

Young entrepreneur Chris Hannaway and childhood friend Will Hammersley launched frozen yogurt brand Arctic...

Stop US tax discrimination against small EU brewers: Brewers of Europe

‘Stop US tax discrimination against small EU brewers!’: Brewers of Europe

Brewers of Europe insists that ending 'discriminatory' tax breaks on small EU brewers exporting...

Mooted novel food changes will open exotic fruit doors in EU

Mooted novel food changes will open exotic fruit doors in EU

Dr John Wilkinson

Consultant and EU Novel Foods expert

New ingredient set to give caffeine a run for its money, supplier says

New ingredient set to give caffeine a run for its money, supplier says

Ingredient supplier Compound Solutions has introduced a nature identical version of theacrine branded as...

Tesco soft drinks buyer warns brands PowerPoint can be painful

'PowerPoint can be painful!’ Tesco soft drinks buyer warns entrepreneurs

The head of Tesco’s soft drinks buying team David Beardmore has urged aspiring brands...

Hood: Sky’s the limit with aseptic beverage packaging

Pete Spanedda

Vice president of dales, HP Hood

 Digital direct printing: Krones sees a bright beverage future

‘Digital direct printing has a bright beverage future, when ink prices fall’: Krones

Krones explains that digital direct printing removes the need for labels and unlocks limitless...

Seven-year gap between old age and HEALTHY old age

Old age and HEALTHY old age, there’s a difference industry should address: Euromonitor

Diana Cowland

Health and wellness analyst, Euromonitor International

Nutrition Capital Network takes venture to Vitafoods Geneva

Nutrition Capital Network takes venture to Vitafoods Geneva

Grant Ferrier

Principal, Nutrition Capital Network (NCN)

Innovation success recipe: Respect consumers and draw inspiration from the unknown

Innovation success recipe: Respect consumers and draw inspiration from the unknown

Understanding consumer expectations and respecting these, combined with a boldness to draw inspiration from...

Food Vision 2014: Bridge knowledge gaps, overcome change and work sustainably

Food Vision 2014: Bridge knowledge gaps, overcome change and work sustainably

What is the future of food? Simple communication of complex advances will be crucial,...

Talking Rain CEO: Pepsi and Coke weren’t even looking at sparkling waters

Talking Rain CEO: Pepsi and Coke weren’t even looking at sparkling waters

Talking Rain’s Sparkling Ice brand plugs a market gap that Pepsi and Coca-Cola missed,...

Key Industry Events

 

Access all events listing

Our events, Events from partners...