Donnay plans assault on the drinks market

Sports brand Donnay plans to enter the drinks and snacks market next year. Donnay’s own-branded energy drink will position itself against Red Bull and GlaxoSmith-Kline’s Lucozade.

Full details of the move are yet to be unveiled. Donnay has also launched its own branded range of toiletries, aimed at 14- to 25-year-olds. The Donnay-branded toiletries are available through Boots and will be rolled out to other major retailers within six weeks. The sports brand has appointed consultancy Webb Partnership to develop its new product launches. Webb Partnership chief executive of performance brands David Barrington says: “Donnay will do well in everyday personal categories because it has a broad appeal for the target consumers, who identify strongly with sports and performance. Donnay is one of a number of high potential brands we are working with, which can turn their general credibility with specific groups, such as the young, edgy or affluent, into fast-moving, high-margin consumer products.”

The Donnay brand is owned by low-cost sports retailer Sports Soccer, which sells Donnay and big-name sports brands in its stores. In March, Sports Soccer bought the Lilywhites sports chain from Portuguese owner Jeronimo Martins.

Sports Soccer has nearly 100 stores in the UK and is reported to be opening 15 more stores.

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