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Wow has unveiled new packaging across its full range of functional drinks.

Wows new packs will roll out from this week

Wow's new packs will roll out from this week

The UK company said today that the overhaul of its namesake brand includes a logo that resembles a pair of glasses, encouraging consumers to "look on the Wow side of life". Wow has also added a new product - Wow Probacteria Water - bringing its total range to 12 SKUs. 

The new brand identity will be supported across digital and social media as well as in-store and at trade shows.

"We have seen a noticeable shift towards healthier purchase decisions amongst Millennials in particular," said Wow co-founder Oliver Dickinson. "However, we feel that other drinks on the market are failing to communicate to this demographic, preferring a static and almost medicinal approach to packaging and brand identity with little excitement.

"We had this in mind when designing our new branding to appeal to a greater market beyond those who are purely health-conscious, yet remain current and inclusive with our tone of voice and styling. Each of our products contains one hero ingredient that provides a genuine health benefit to the consumer and we communicate this functionality clearly but in an engaging and entertaining way."

Wow, which is available in several European markets including the UK, France, Germany and Denmark, is expecting to turnover GBP10m (US$13.8m) in 2018, up from GBP3m in 2017. 

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