Upstream Upstream Pomegranate and Lime 330ml

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Arguably, the UK Government's obesity strategy launched in 2016 included many such ‘upstream' measures. The initial plan proposed a range of actions, including a number pertinent to sports and energy drinks. This included the Soft Drinks Industry Levy (SDIL) or ‘sugar tax', but also recommended: restrictions on TV advertising of high-fat, high-sugar and high-salt foods until after the 9 pm watershed; preventing the promotion of unhealthy food and drinks in shops by restricting where they can be placed in shops and volume promotions (for example, ‘buy one, get one free' offers); and restricting the sale of energy drinks to adults only. 14 Partridge J. Customers queue at Aldi at dawn for YouTubers' Prime Hydration drink. 2022. The Guardian (London) 2022 December 29. Broughton D, Fairchild R M, Morgan MZ. A survey of sports drinks consumption among adolescents. Br Dent J 2016; 220: 639-643. Khan K, Qadir A, Trakman G et al. Sports and Energy Drink Consumption, Oral Health Problems and Performance Impact among Elite Athletes. Nutrients 2022; 14: 5089. Statista. Sports and energy drinks consumption in the United Kingdom from 2013 to 2021. 2023. Available at https://www.statista.com/statistics/284011/soft-drinks-sports-and-energy-drink-consumption-in-the-united-kingdom-uk/ (accessed February 2023).

Andreyeva T, Marple K, Marinello S, Moore T E, Powell L M. Outcomes Following Taxation of Sugar-Sweetened Beverages: A Systematic Review and Meta-analysis. JAMA Netw Open 2022; DOI: 10.1001/jamanetworkopen.2022.15276. There are so many health-conscious consumers out there on the search for something different, presenting an opportunity for retailers to tap into the zero-sugar and low-calorie trend to drive sales.” Boasting zero sugar, natural flavourings and three calories per can, Upstream aims to provide a healthier alternative to sugary carbonated drinks and fruit smoothies. Ed Woolner from Upstream said:“We wanted to create a zero-sugar, low-calorie flavoured water that didn’t compromise on quality and offered a daily dose of refreshment. UK Government. Ending the sale of energy drinks to children. 2018. Available at https://www.gov.uk/government/consultations/ending-the-sale-of-energy-drinks-to-children (accessed February 2023).

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In the future, Upstream sees an expansion of the product portfolio by discovering more world flavours and creating products that add depth to the current range. They believe it’s essential to build upon the brand which can be achieved through the exploration of different occasions, more specifically adult premium mixers and alcohol collaborations. Their vision is to become the go to brand of this category by tapping into new avenues. Gallagher J, Ashley P, Petrie A, Needleman I. Oral health and performance impacts in elite and professional athletes. Community Dent Oral Epidemiol 2018; 46: 563-568. UK Government. Childhood obesity: a plan for action, chapter 2. 2018. Available at https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/718903/childhood-obesity-a-plan-for-action-chapter-2.pdf (accessed April 2023). In a survey of 12-14-year-olds in South Wales, almost half of participants consumed sports drinks more than once a week, with 14% drinking one or more every day. 11 Most (80%) reported purchasing sports drinks from the local shop and half (51%) reported consuming them socially. Differences in sexes were observed: boys were more likely to consume sports drinks during physical activity and mealtimes, while girls were more likely to consume them at home or socially. Taste was the most common reason for consumption. Only 18% of participants reported consuming sports drinks to improve performance. 11 Clapp, O, Morgan M. Z, Fairchild R M. The top five selling UK energy drinks: implications for dental and general health. Br Dent J 2019; 226: 493-497.

Campbell D. Liz Truss could scrap anti-obesity strategy in drive to cut red tape. The Guardian (London) 2022 September 13. Available at https://www.theguardian.com/politics/2022/sep/13/liz-truss-could-scrap-anti-obesity-strategy-in-drive-to-cut-red-tape (accessed November 2023). Having achieved zero waste to landfill, Upstream is a brand that is proud of being committed to continuing to limit waste energy and implement energy efficient technology across all areas of their business. Sourcing water from underneath the facility! Susanne Wright, Marketing Director at Upstream

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Headquartered in Sunderland, Clearly Drinks also manufactures the Perfectly Clear flavoured water brand, which was given a new look last yearin a move to capture consumer attention on-shelf. Committee on Nutrition and the Council on Sports Medicine and Fitness . Sports drinks and energy drinks for children and adolescents: Are they appropriate? Paediatrics 2011; 127: 1182-1189. Upstream will be supported by an integrated marketing campaign including video on demand and digital display, as well as an experiential sampling campaign to drive awareness and trial across multiple occasions.

Increased consumption of caffeinated energy drinks in CYP has been associated with a range of health problems, including headaches, stomach pain, sleep problems, hyperactivity and irritation, and reduced wellbeing. 3 It has also been linked to high-risk behaviours, such as self-harm, alcohol use, smoking and substance misuse. 3 Australian adolescents who reported drinking energy drinks were more likely to be overweight or obese compared with those who did not. 6 Did you know that naturally sourced water in the UK has one of the lowest carbon footprints of any beverage? Not only are they utilising what is on their doorstep, they are continually working to further reduce CO2 emissions. Upstream is passionate about protecting future generations and our planet, as they seek to constantly evolve in an environmentally friendly manner. The future of Upstream Drinks: Susanne Wright, Marketing Director at Upstream Clearly Drinks said that with the introduction of the UK’s sugar tax last year, Upstream is positioned in the emerging subcategory of zero-sugar premium flavoured waters. UK Government. Delivering better oral health: an evidence-based toolkit for prevention. 2021. Available at https://www.gov.uk/government/publications/delivering-better-oral-health-an-evidence-based-toolkit-for-prevention (accessed February 2023).UK based drinks manufacturer Clearly Drinks has announced the relaunch of its premium adult soft drinks brand Upstream this spring. One of the first products off the canning line this April will be Northumbria Spring, pure British spring water, launching in a brand new 330ml can format. Available in both still or sparkling, the new canned Northumbria Spring water offers a more sustainable alternative to glass and PET bottled water and with new innovative technology to keep it tasting fresh from the first to the very last sip. Many elite and professional athletes regularly consume sports drinks. 8 Over 80% of athletes reported consuming them during training, yet less than one-third were high consumers of sugar in their regular diet. 9 Despite athletes having positive oral health behaviours, Gallagher and colleagues reported that 49% of athletes had caries and 41% had erosive tooth wear, 10 which may be associated with increased sports drink consumption in this group. Sports and energy drinks pose a concern to dental professionals. They often have a pH below the critical value for erosive tooth surface loss and free sugar content exceeding the maximum daily recommended intake and thus have cariogenic properties. 5 Frequent consumption may also be associated with increased incidence of type II diabetes, poor mental health and obesity. 3 , 4 , 6 Peres M A, Macpherson L M, Weyant R J et al. Oral diseases: a global public health challenge. Lancet 2019; 394: 249-260.

UK Government. Introducing further advertising restrictions on TV and online for products high in fat, salt or sugar: consultation on secondary legislation. 2022. Available at https://www.gov.uk/government/consultations/introducing-further-advertising-restrictions-on-tv-and-online-for-products-high-in-fat-salt-or-sugar-secondary-legislation/introducing-further-advertising-restrictions-on-tv-and-online-for-products-high-in-fat-salt-or-sugar-consultation-on-secondary-legislation (accessed April 2023). Delicious Ideas Food Group talk to Upstream all about the brand, what it has achieved, what are the plans for the future, and why it is a great addition to your business Upstream’s vision and the health-conscious consumer market: Susanne Wright, Marketing Director at UpstreamThe past decade has seen a boom in sports and energy drink consumption. In 2021, the UK drank 906 million litres of these drinks, up from 740 million litres in 2013, and market sales increased by 8.4% between 2021 and 2022. 1 , 2 There are growing concerns about increasing consumption in children and young people (CYP), with up to one-third regularly drinking caffeinated energy drinks. 3 Upstream is a healthier, low calorie alternative to standard sugary soft drinks and mixers. Each can of Upstream contains zero sugar and less than 5 calories per can providing a healthier option without the sugar, with its natural full fruit flavour combinations including Strawberry & Lychee, Grapefruit & Bergamot and Pomegranate & Lime. Itria A, Borges S S, Rinaldi A E, Nucci L B, Enes C C. Taxing sugar-sweetened beverages as a policy to reduce overweight and obesity in countries of different income classifications: a systematic review. Public Health Nutr 2021; 24: 5550-5560. As a result of its continued growth and investment in a new canning line, Clearly Drinks has announced its new apprenticeship scheme as well as a leadership and management programme. The apprenticeship scheme in partnership with Derwentside College, is a two-week training programme to gain accredited qualifications for working in the manufacturing sector, as well as interview and employment opportunities with Clearly Drinks upon successful completion of the programme.