SUBSCRIBE

Breaking News on Dairy Processing & Markets

News > Manufacturers

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.
African probiotic project reaching 10,000 infants a day

African probiotic project reaching 10,000 infants a day

Professor Gregor Reid

Chair , University of Western Ontario & Human Microbiology and...

Germvangelist set to shake Probiota with holistic shout

Germvangelist set to shake Probiota with holistic shout

Jason Tetro

Researcher, author, The Germ Guy

‘We try to be one of them’: Tetra Pak exec on vital shopper insights

‘We try to be one of them’: Tetra Pak exec discusses drive for vital shopper insight

Tetra Pak is a B2B company but it invests above the curve in shopper...

Dairy consumers ‘tend to accept’ less package functionality: Tetra Pak

Tetra Pak says dairy consumers ‘tend to accept’ less package functionality

Tetra Pak says it’s vital for its customers to strike a balance between ideal...

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

The CEO of Saudi Arabian food and beverage giant Al Rabie Saudi Foods tells...

Rexam targets dairy drinks with cans after MIO success

Rexam targets dairy drinks with cans after MIO success

Rexam tells BeverageDaily.com it is pursuing business in the dairy drinks segment and says...

Functional fancy…Tetra Pak US CEO targets high-value beverage growth

Functional fancy…Tetra Pak US CEO targets high-value beverage growth

Tetra Pak’s new CEO and president for USA and Canada tells BeverageDaily.com that the...

Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Jake Riddle

General manager, Kerry Asia Pacific

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Jane Barnett

Insights manager for Australia-New Zealand, south east Asia and India,...

Rise in demand for products with added proteins: expert

‘Weekend warriors’ drive added protein demand

Weekend fitness fanatics are driving the demand for more mainstream food and drink products,...

Unilever revamps margarine packaging

Unilever revamps margarine packaging to promote active plant ingredients

Unilever has partnered with Design Bridge design agency to change its Flora ProActiv spread...

Behind the scenes of the parmesan cheese factory

‘Hard cheese made easy’: Behind the scenes of the parmesan cheese factory Part II

In Part II of our tour behind the scenes of Parmesan cheese factory Parmigiano...

Behind the scenes of a parmesan cheese factory

‘Hard cheese made easy’: Behind the scenes of a parmesan cheese factory Part I

Parmigiano Reggiano is a PDO (Protected Designation of Origin) product that was first produced...

Thinfilm smart labels for temperature sensitive dairy products

Thinfilm to launch smart labels for temperature sensitive dairy products

Thinfilm will launch a smart labels product line next year focusing on temperature sensitive...

Tetra Recart expands globally entering Middle East snack category

EXCLUSIVE: Tetra Recart expands globally entering Middle East snack category

Tetra Recart, part of dairy processing and packaging firm Tetra Pak, is strengthening its...

Stora Enso expands RFID technology across wine, food and dairy markets

Stora Enso expands RFID technology across wine, food and dairy markets

Stora Enso is continuing to expand its intelligent packaging (IP) technology across the wine,...

Digimarc intelligent packaging is like a built-in media network

Digimarc: ‘Think about packaging as your own built-in media network’

Active, intelligent packaging is similar to the 1950s phenomenon of TV, according to Digimarc,...

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

Active, intelligent packaging industry to double to €32bn by 2022

Active, intelligent packaging industry to double to €32bn by 2022

The active, intelligent packaging industry will double in size from €15bn in 2015 to...

Tetra Pak introduces 3D virtual reality simulator at Gulfood

Tetra Pak introduces 3D virtual reality simulator at Gulfood

Tetra Pak showcased its 3D virtual reality simulator at Gulfood to show guests how...

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...

Products