Vimto owner Nichols acquires Feel Good Drinks from MBG

Vimto owner Nichols has announced that it is to acquire Feel Good Drinks from German drinks supplier MBG International Premium Brands for an undisclosed amount.

The transaction means that Feel Good Drinks changes hands for the second time in a year, after MBG completed the acquisition of the remaining 25% share in the London-based brand; it had, in January 2013, acquired a 75% stake in the company, which produces a range of premium and natural still and sparkling drinks – available in more than 20,000 locations in 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, the Vimto owner said in a statement. It added that the investment was “another major step forward” in its growth ambitions after acquiring a 49% stake in iced slush and milk drinks business The Noisy Drinks Co.

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.”