The acquisition of the 100% natural and no added sugar still and sparkling drinks brand supported Nichols Plc’s long-term growth strategy and reflected the increasing demand within the UK market for healthier soft drinks options, its boss claimed.
“The Feel Good Drinks brand is a core element of our future growth strategy which allows us to enter into the area of premium healthy soft drinks,” said Nichols Plc chief executive, Marnie Millard.
The brand would play and important part in Nichols’ route to market and offered an international business it could build on, Millard claimed.
“It is firmly established in the UK grocery packaged market, has a growing presence in the Out of Home sector and an International business we can build on,” she said,
“The brand has a strong creative identity and we have the ability and expertise to maximise its potential and drive sales, awareness and availability.”
The deal marked “another major step forward” in Nichols’ growth ambitions across UK and international markets, she claimed.
Earlier this year, its out of home division secured a bag in box supply deal with Coca-Cola in the UK. This was followed by the acquisition of a 49% equity share in iced slush and milk drinks business, The Noisy Drinks Co.
Founded in 2001, Feel Good Drinks is sold in over 20,000 outlets across 15 different countries.
Nichols Plc has a total business revenue of £109million and employs 170 people across its Vimto UK, international and out of home divisions.
Its other drinks brands include Sunkist, Levi Roots Caribbean Crush and Panda Splash.