Vimto brand owner, Nichols has announced the acquisition of the Feel Good Drinks brand from German drinks supplier, MBG International Premium Brands for an undisclosed sum.
Founded in 2001, Feel Good Drinks is a premium range of 100% natural still and sparkling drinks for adults and kids. The range is sold in over 20,000 outlets across 15 different countries.
Nichols said that the acquisition supported its long-term growth strategy and reflected the increasing demand within the UK market for healthier soft drinks options.
Nichols chief executive Marnie Millard said: “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. Feel Good has an important part to play in all of our routes to market – 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.
“The brand has a strong creative identity and we have the ability and expertise to maximise its potential and drive sales, awareness and availability.”
Earlier this year, Nichols’ Out of Home division sealed 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.
