The average consumer is UK is becoming health conscious while at the same time there has been a shift in consumer tastes. Since 2005 there has been a change in the consumer demand and tastes (Farr, 2006). With an increases in the demand for premium soft-drinks, the fruit drinks had a 20% increase to GBP196m while the energy drinks segment had an increase of ten percent in terms of value. Those companies with healthier products have an edge over others as the trend is providing them with newer opportunities as consumers are willing to pay for products that fit into the better-for-you category. They want healthy drinks that provide something extra to their diet. These have no sugar, additives, or colorings and include vitamins and minerals. Energy drinks have also flooded the market. Soft drinks market has even grown ahead of beer and spirits as consumers prefer healthier juice drinks (Farr, 2006).Their main competitors include Tango Clear, Britvic, 7-Up, Pepsico, which has taken over Ardea Beverage. The UK soft drinks market stood at 13.8 liters in 2005 and is expected to grow to 15.4 billion liters by 2010 (Zenith, 2006). It is expected that the functional and healthy soft drink market will expand to 33.5bn liters by 2009 with a compound annual growth rate of 10.6% between 2007 and 2009 (Cooper, 2007). Innocent Drinks are amongst the main competitors for Feel Good and they hold a 66% share of the UK market and have invested GBP8m in 2007 to build brand awareness (Lewis, 2007). The target market consists of adults with a slight bias towards the women interested in health. The women are always struggling for time and look for quicker alternatives when it comes to.Feel Good, a healthy drink, makes ‘coming to work enjoyable’ and actually tastes good. Feel Good has tremendous growth potential considering it is not a carbonated drink and a functional drink – it has all-natural flavors and is truly meant to make a person feel good.