Nichols re-launches Feel Good Drinks as an independent incubator brand focused on purpose

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Nichols is proud to re-launch Feel Good Drinks, a sustainable purpose-led range of flavoured sparkling waters with a 100% natural new drink formulation in plastic free packaging. Born out of recognition of the opportunity in the market for natural, great tasting drinks with no added sugar or additives, the brand will be run in the style of a start-up as part of Nichols.

The range of 100% natural fruitful canned sparkling waters have been created using no artificial flavours, added sugar or sweeteners and contain 15% real fruit juice. Available in three variants; Peach & Passionfruit, Rhubarb & Apple, Raspberry & Hibiscus, the range contains less than 27 calories per 330ml can and is available to purchase from Ocado, Booths, WH Smith Travel and via feelgooddrinks.com

As well as the new drink formulation the re-launch aims to hero a new brand concept committed to sustainability and boosting the wellbeing of the world. This has been brought to life via the inception of the ‘3% for People and Planet Fund’ – whereby Feel Good drinks will give 3% of sales to charities and non -profits that support personal and planetary wellbeing.

Feel Good General Manager, Ed Woolner, explains:”In a century of rapid technological and industrial growth, humans have somewhat forgotten how fragile the natural world is and how much we rely on it for our wellbeing. The Feel Good 3% People & Planet fund is our way of giving back, we know we are taking raw materials from the planet, but by donating and partnering with charities that support personal and planetary wellbeing we hope to help protect the natural environment that gives us so much.”

“We are excited to see what the re-launched Feel Good brand delivers to our portfolio and the role it has to play in the future,” explains Andrew Milne, CEO, Nichols.

Feel Good aims to keep their mission upbeat and positive by helping people make time for the things in life that make them feel good, they call them Feel Good Moments. Whether that’s a walk in the park, a yoga session, paddle-boarding or talking to your neighbour, Feel Good wants to give people a better choice about themselves and the world they live in. They believe when you feel good, everything else will follow. 

Feel Good Drinks are available to purchase from Bidfood and Brakes. Please email Ed@feelgooddrinks.com for sales enquiries.