Feel Good, the 100% natural soft drinks brand owned by Nichols plc, has overhauled its brand identity and range of products to capitalise on consumer demand for more natural soft drinks.

The activity comprises the introduction of new flavours, refreshed packaging design, and extensive marketing support.

Based on in-depth market research, Feel Good focuses on its key target audience of health-conscious, urban, female consumers, who are looking for healthier soft drinks that are both natural and delicious.

The new Feel Good range will be available in a variety of including 275ml glass bottles, which will come in singles and four-pack formats, 750ml glass bottles, 400ml PET, and a Feel Good Kids offering in 275ml tetra wedges, specifically designed for children. The relaunch will be supported by a heavyweight consumer and trade marketing campaign, including ATL, extensive shopper marketing activity, product sampling, and POS.

Becky Unwin, Feel Good Drinks senior brand manager, commented: “We have found that there is a real appetite within the adult soft drinks segment for products that offer great taste as well as natural ingredients without any added sugar.

“However, very few brands respond to this demand. Feel Good is ideally positioned to fill this gap: the range offers 100% natural refreshment in a variety of delicious flavours that offer something for every palate and occasion. We’re investing heavily in trade and consumer marketing around the re-launch to introduce the new brand identity and support the trade in making the most of the opportunity Feel Good presents.

“We have conducted extensive consumer research before the relaunch and have found that female urbanites between the age of 24 and 35 are our key target audience. Typically they are health-conscious, sociable, aspirational, and they want to know exactly what’s in the food and drinks they consume. With this in mind, they have moved away from mainstream soft drinks due to concerns over sugar levels and artificial additives in their drinks. Feel Good perfectly meets this need.”

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