Overhang has announced that it will redesign the packaging of its drinks range to emphasise its healthy qualities ahead of the introduction of the UK sugar levy.
The newly designed Overhang bottles will be introduced to selected UK retailers from the end of March 2018.
Overhang decided to push through with the redesign after conducting extensive market research, and determined the move was necessary to make the drink more appealing to health-conscious consumers.
William Wilkinson, managing director of Overhang Drinks explains: “Since launching two years ago, Overhang has done remarkably well and is now in three out of the five major supermarkets.
“While Overhang has seen great success for a start-up drinks company, we took the decision to rebrand as we felt the amazing ingredient properties of Overhang weren’t being conveyed well enough on the old pack design.
“What’s more, we felt consumers were getting a mixed message about the drink, sometimes wrongly perceiving it as an unhealthy energy drink – when really it only contains all natural ingredients, is very good for you and comes under the sugar tax threshold.
“To reach out to our target audience and to become a mainstream soft drink of choice, we felt that we needed to make the messages clearer.
“The market research we carried out was our first opportunity to understand who was buying Overhang and why they are were buying it, as well as who wasn’t and why they weren’t.
“With this invaluable feedback, we were able to come up with the concept for a fresh design. On the eve of the sugar tax levy, this is great timing for Overhang to show off its new image. We are really excited about the next step for Overhang and where the future will take the brand.”
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