Feel Good Drinks Co

The Feel Good Drinks Co has overhauled its brand identity to focus on a target audience of health-conscious young women.

Refreshed packaging for the low-calorie fruit juice drinks is rolling out with a neck label on the 275ml format reading “100% natural” in place of “no added sugar”.

An ‘upgraded’ selection of variants sees new combinations including Lemon, Elderflower & Water, and the reformulation of existing flavours such as Orange, Mango & Water. Other variants have been dropped, including Cloudy Lemon & Water.

The revamp of the range – which has still and slightly sparkling options – comes as the Nichols-owned brand targets an audience of health-conscious, urban female consumers between the ages of 24 and 35.

“Typically, they are sociable, aspirational, and want to know exactly what’s in the food and drink they consume,” said Feel Good senior brand manager Becky Unwin. “With this in mind, they have moved away from mainstream soft drinks due to concerns over sugar levels and artificial additives in their drinks.”

The relaunch will be supported by a ‘heavyweight’ campaign, including shopper marketing activity and product sampling.