Feel Good Drinks gets one up on Britvic

Feel Good : drinks brand secured deal with the Orchid Group
Feel Good : drinks brand secured deal with the Orchid Group

LONDON - The Feel Good Drinks Company has increased pressure on rival Britvic in the on-trade channel, by securing a deal a with major chain alongside J2O.

Working with the Orchid Group, Feel Good Drinks has unveiled a new 275ml juice drink range, which will launch across Orchid's 289 bars, restaurants and pubs across the UK this spring.

The independent drinks company has had a presence in the on-trade for a number of years, through its core range of 375ml drinks.

However, the new 275ml range brings it directly into competition with Britvic, which has had a strong juice drink presence in the channel through its J2O 275ml range.

The still and sparkling juice drinks are made from natural ingredients with no added sugar or additives. The 275ml also constitutes one of a consumer's ‘five-a-day' portions of fruit and vegetables and is available in the six flavours: Orange & Mango, Apple & Blueberry, Cloudy Lemon still juice drinks, and Cranberry & Lime, Cloudy Lemon still, and 0range and Passionfruit sparkling juice drinks.

Dave Wallwork, managing director at Feel Good Drinks said: "We are very excited about working with Orchid as our launch partner for this new initiative. We found through discussions with Orchid that on-trade customers are looking for something different to water or fruit juice, as well as wanting healthy, delicious and refreshing alternatives to alcohol."

He added: "Orchid's advice and guidance on the new 275ml pack has been invaluable and we are confident this new development will be a great success for Feel Good Drinks going forward."

In 2009, juice drinks sales in the on-trade declined by 2% to £228m, with sales of market leader J2O down 2% to £174m (down 6% in volume). Overall on-trade soft drink sales increased by 3% to £2.4bn, following a dip in 2008.

Feel Good Drinks has also unveiled a new brand design across its entire portfolio having appointed design agency Turner Duckworth. The new designs give the brand name ‘Feel Good' increased focus and illustrates that each serving counts as one of your five a-day.

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