European expansion for functional drink

Functional drink brand Wow, based in London, became the first company to gain European FSA approval for chia seed drinks in September 2015.

As a result of European demand, the company is now opening two new offices in Germany – a marketing department in Berlin and a sales and logistical function in Dusseldorf.

“Having a physical presence in Berlin to work in tandem with London was vital for our European expansion and marketing support. We’re also finding consumers in the UK enjoy seeing content from their cousins in Europe,” comments Jacob Steinröder, head of European marketing.

Rapid expansion led to listings in major German supermarkets Kaiser/Tengelmann and Edeka in December, consisting of nearly 2,000 stores, and another which is to be announced next month.

Wow’s European reach is also gaining traction with smaller listings in France and Scandanavia and a significant listing in Austria with Spar.

In the UK, the company has acquired a number of globally recognised stockists; Selfridges began stocking all four flavours in January with Harrods, Partridges and Revital primed to launch early Summer 2016.

These new listings coincide with the announcement of a refined brand and subsequent packaging, which will launch in the UK and EU in June 2016.

Co founder and CEO Oliver Dickinson says, “The new brand is to better represent our ahead of the curve product and philosophy and to focus attention not on the label but the extraordinary juice itself.

“We’re also excited to coincide this launch of the new brand with our ‘feel amazing’ marketing campaign.”