Soft drinks firm jumps into water

FEEL Good Drinks, the soft drinks brand owned by Nichols PLC, has branched into the bottled water category with the launch of three flavoured variants.

The new Feel Good Infusions range comprises Strawberry & Mint, Lemon & Elderflower, and Apple & Rose with a hint of geranium.

The drinks are described as “100% natural, unsweetened water, with a hint of flavour”.

Ed Jones of Feel Good Drinks said the launch of Infusions, which is being backed by a major marketing campaign, comes as the water category is “gaining momentum”.

“We’ve taken demand for flavoured water and the desire for a healthier alternative to create an infused water that sits between the two,” said Jones.