VITHIT is a category leader in functional soft drinks: low-calorie, low-sugar drinks delivering 100% of the recommended daily allowance of eight essential vitamins. Founded in Dublin in 2001 by Gary Lavin and built over 25 years, the brand spans bottled ready-to-drink beverages, sparkling cans and effervescent products, with market-leading positions in the UK and Ireland and a presence across other international markets.
VITHIT joins Nichols plc, the AIM-listed soft drinks group behind Vimto strengthening its position in the fast-growing health and wellness segment and giving the brand access to the group’s distribution reach, customer relationships and international infrastructure.
Our work provided the shareholders and prospective buyers with an independent view of the functional drinks market, the brand’s performance in the UK and Ireland, and its future growth potential. We assessed the market and competitive landscape, evaluated the brand and its position, and identified the key opportunities for future growth.
Troy Lavin, VitHit CEO said:
“Food Strategy Associates helped us to fully understand the depth and range of the functional drinks market. Their knowledge and unique expertise provided us with keen insights about the industry and our place within it.”
Congratulations to Gary, Troy and the whole team at VITHIT, and to Nichols plc.
This transaction builds upon Food Strategy Associates status as the leading provider of due diligence on European food and beverage transactions.
Notes to Editors
Food Strategy Associates is a leading European strategy consultancy focused exclusively on the food and beverage industry. Founded in 2013 by two former food industry executives, we combine the first-hand knowledge of highly experienced industry executives with strategy consultants, to deliver a unique and unrivalled proposition to our clients.
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For further information please contact Robert Lawson on robert@foodstrategy.co.uk