Nichols’ growth continues with purchase

feel goodVimto brand owner Nichols has announced its acquisition of the Feel Good Drinks brand from German drinks supplier, MBG International Premium Brands.

Founded in 2001, Feel Good Drinks is a premium range of 100% natural still and sparkling drinks for adults and kids. The range is sold in over 20,000 outlets across 15 different countries.

The acquisition supports Nichols’ long-term growth strategy and reflects the increasing demand within the UK market for healthier soft drinks options.

Nichols chief executive Marnie Millard said: “The Feel Good Drinks brand is a core element of our future growth strategy which allows us to enter into the area of premium healthy soft drinks. Feel Good has an important part to play in all of our routes to market – it is firmly established in the UK grocery packaged market, has a growing presence in the Out of Home sector and an International business we can build on.

“The brand has a strong creative identity and we have the ability and expertise to maximise its potential and drive sales, awareness and availability.”