MBG Holdings acquires Feel Good drinks

April 24, 2015 Dominic Lill

Two years after their initial partnership and a major investment in The Feel Good Drinks Company, German drinks business and innovator MBG Holdings GmbH is to complete the acquisition of the Feel Good business and brand as part of plans to continue to build both its international portfolio and its presence in the UK.

The Feel Good brand recently celebrated increased distribution in the UK grocery sector and is delivering rapid growth internationally in partnership with MBG. The recent successful launch of Feel Good Fruit Teas in Germany and Dubai will be followed by a launch of the products in more markets later this year and further innovation is in the pipeline.

Feel Good continues to deliver great tasting, healthy, fruit drinks across categories from kids drinks to sparkling adult drinks, juice drinks to non-alcoholic cocktails.

UK managing director and Feel Good founder, Dave Wallwork, who will remain part of the MBG UK business following the acquisition, said: “This is a fantastic milestone for our brand and business, Feel Good is a great fit with the MBG portfolio and it’s entrepreneurial business model – we have already worked together to explode brand volumes in MBG’s core markets and will continue to deliver more growth for Feel Good and the MBG portfolio here in the UK and worldwide.”

MBG is a €200M turnover group based in Paderborn, Germany with brands covering soft drinks, energy, beer, Prosecco and spirits. CEO Andreas Herb commented: “The UK, alongside Russia, The Middle East and Holland, is a major growth market for our successful brands, led by Feel Good Drinks, Scavi & Ray premium prosecco, Salitos Tequila Beer and Effect Energy – with more to follow. We also see opportunities for further acquisitions to build our business in coming years.”