SUBSCRIBE

Breaking News on Food & Beverage Development - EuropeUS edition | APAC edition

News > Business

Read more breaking news

 

 
THE BEVERAGEDAILY BASEMENT TAPES: CHRIS HANNAWAY, OVERLY SPORTS DRINK

Sainsbury's listings at 19, a sports drink launch at 24: Overly entrepreneur on guessing Justin King's email and casting off wide-eyed innocence

By Ben Bouckley+

10-Jul-2014
Last updated on 10-Jul-2014 at 18:34 GMT2014-07-10T18:34:51Z

Sainsbury's listings at 19, sports drinks at 24: Overly comes of age
Sainsbury's listings at 19, sports drinks at 24: Overly comes of age
Loading the player...

Young entrepreneur Chris Hannaway and childhood friend Will Hammersley launched frozen yogurt brand Arctic Farm into Sainsbury’s at the tender age of 19. Now they’re back with sports drink Overly. This is Chris’s story…

“We got our Sainsbury’s listing after someone on my course did a placement with their buying team, and passed on a phone number," Hannaway, now aged 24, tells Ben Bouckley about yogurt brand Arctic Farm, in this new slot that lets you listen in on the call during an interview.

“That was just a starting point. But we then found out that [recently departed] Sainsbury's boss Justin King went to my university and did the same course, so we guessed his address, emailed him," Hannaway adds.

“The buyer had just changed over. So by the time a new buyer came in we’d already met her boss, and had some email support generally from Justin King. So I don’t think she could really say ‘No’ at that point!”

After exiting yogurt (the picture shows Chris and Will in 2010 after the launch) and a false start in iced tea, Chris and Will decided to pivot into sports drinks by targeting “ambitious young guys”.

“This struck us as a more dynamic category, one we were a bit more passionate about – with the target consumers more like ourselves," Hannaway says.

"Mainstream sports brands have seemingly been in decline for the past few years. There’s an opportunity and react in a way…after a workout, before you play five-a-side, etc. You don’t want to treat your body to artificial sweeteners, artificial colors and flavors.

“Also something that doesn’t taste particularly great, and can look like a bottle of antifreeze at times. We want something that tastes amazing, is all natural and has a lot going for it in terms of the potassium levels of coconut water, vitamins and that kind of thing.”

CHRIS ALSO GIVES US HIS VIEWS ON…

  • Why sports drinks have a bright UK future, despite some negative comments from a Tesco buyer at the recent DrinkPreneur Live! conference in London .
  • Overly’s positioning: A lifestyle drink that uses tongue-in-cheek, brash humor and contains high vitamin and electrolyte levels. The all-natural stevia-sweetened drink is designed to be healthier than typical sports drinks, taste better and be more mainstream in terms of packaging and appeal.
  • Backing for the brand thus far and progress with distribution, with a Planet Organic listing already confirmed.
UK sugar tax: The big questions

UK sugar tax: The big questions

The UK has announced a tax on sugar-sweetened beverages. But how hard will it...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New technology like crowdsourcing and artificial intelligence computers is the future of risk assessment,...

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

The quest for alternatives to animal-derived proteins has led to a huge amount of...

Food firms should prepare for pre-recession spending

Prepare for pre-recession spend – top economist

Food manufacturers should prepare for a positive three years ahead, as the changing economy...

Creepy proteins will be hot

New proteins are creeping on trend

Alternative proteins are a “hot area” of interest and products such as sandwich spreads...

Salt reduction not a priority for UK consumers: LoSalt survey

Salt reduction not a priority for UK consumers, finds LoSalt survey

Caroline Klinge

sales and marketing manager, LoSalt

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Smoothie brand Froosh warns of ‘social washing’ within supply chain

Smoothie brand Froosh warns of ‘social washing’ on supply chain sustainability

Scandinavia’s top-selling smoothie manufacturer Froosh has called for ‘trade not aid’ in developing countries...

Döhler on seeds in smoothies

Smoothies turn to seeds to boost natural positioning

In an effort for products to appear as close to natural as possible, beverage...

Virtual reality and beverages

How virtual reality is helping create today's beverages

Virtual reality can be a bit of fun for consumers: offering bonus content via...

Trust and technology: The importance of transparency and innovation

Trust and technology: The importance of transparency and innovation

Stephan Herrera

VP, Public Affairs and Strategy, Evolva

5-c creator Serge Hercberg on nutrition logos, lobbies and conflicts of interest

5-c creator Serge Hercberg on nutrition logos, lobbies and conflicts of interest

Professor Serge Hercberg

Director of nutrition research, University of Paris 13

Italian packaging processing €6.2bn turnover in 2015

Italian packaging & processing industry sees €6.2bn turnover in 2015

The Italian food packaging & processing machinery industry rose to €6.2bn turnover in 2015,...

Valio ValSa contains 50% less salt

Valio ValSa contains 50% less salt than ordinary margarine spreads and cheeses

Valio lactose free milk powders; sodium reduced Valio ValSa cheese and spread; Play children’s...

Chocolate wrappers feature pets that look like famous people

Shelf-appeal chocolate wrappers feature pets that look like famous people

Chocolate and Love has found an award-winning formula with its added-value wrappers that feature...

Propercorn showcases Crunch Corn range in Paris

Crunch time! Propercorn showcases Crunch Corn range in Paris

Propercorn is showcasing its Crunch Corn range for the European market, at SIAL, Paris,...

Frutarom's extract line aims to bring Mediterranean diet benefits to formulators

Frutarom's extract line aims to bring Mediterranean diet benefits to formulators

Israeli ingredient supplier Frutarom Health has launched a line of extracts that offer fortification...

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...