Feel Good Drinks, the company set up by former managers of bottler Coca-Cola Enterprises (CCE), is to take on the soft drinks giants with the launch of Spritz, a carbonate brand aimed at adults.
Feel Good Drinks already has a still juice line in supermarkets, and is now ready to launch a line of fizzy drinks. This strategy is the opposite to that being pursued by the market leaders in the soft drinks sector, which are by and large trying to lessen their reliance on carbonates.
Feel Good’s management believes that adults spurn brands such as Tango because they are positioned for teenagers. It sees an opportunity for a premium line of fizzy drinks with high juice content, packaged in glass bottles.
Spritz launches next month in three flavours – lemon, orange and passion fruit, and cranberry and lime. The drinks are made with natural products and spring water and the labelling states that each drink provides the recommended daily allowance of vitamin C.
Feel Good Drinks was set up in July 2002 by former Coca-Cola Great Britain head of new product development Steve Cooper, former CCE category development manager David Wallwork and former CCE head of marketing Chris Wright. The company’s products are listed in supermarkets such as Sainsbury’s and Safeway, convenience stores such as Superdrug and Forbuoys and in service station forecourt shops.