The Procter & Gamble Company announced the acquisition of VÖOST Vitamins, Australia's effervescent tablet brand.
With the addition of the innovative VÖOST Vitamins range, P&G can strengthen its personal health footprint in Australia and expand the company's consumer health care offering to include a wider range of vitamins, minerals and nutritional supplements.
“This move will allow us to expand our portfolio in Australia beyond Vicks and Metamucil by adding a wide range of consumer preferred vitamins, minerals and nutritional supplements (VMS) to complement our current offering. VMS is one of the largest and fastest growing categories in the over-the-counter healthcare industry and remains a key segment for P&G. We look forward to continuing to invest in our business and evolving our VMS offering by adding another superior brand to our strong healthcare portfolio add, "said Paul Gama, President of P&G Personal Health Care.
"VÖOST Vitamins offers P & G an innovative range of consumer-preferred brands for vitamins, minerals and dietary supplements in effervescent tablet form that have a high affinity for millennials and are driven by annoying packaging and coveted properties such as good taste, sugar-free and preservative-free, and many vegan formulations. Our aim will be to accelerate VÖOST's strong growth momentum in Australia by leveraging P & G's brand building expertise and go-to-market capabilities to better serve our consumers, ”said Kumar Venkatasubramanian, Senior Vice President from P&G Australia and New Zealand.
VÖOST Vitamins is headquartered in Melbourne and has a strong presence in Australia in leading food and pharmacy retailers as well as internationally through distributors in Singapore, Great Britain and Hong Kong.
“We introduced VÖOST in 2013 with the aim of disrupting the effervescent tablet category and providing millennial consumers with the highest quality effervescent vitamins and minerals that are affordable but do not compromise on quality or taste. With a focus on premium ingredients, great taste and a beautiful contemporary design, we have developed one of the world's largest selections of effervescent tablets and are now the leading effervescent tablet brand in Australia with a strong customer base in both domestic and international markets. I'm incredibly proud of what my dedicated team has achieved over the past seven years, and I have no doubt that P & G's strength and global leadership will take the brand to a new level and enable VÖOST to do more Reaching markets and gaining strong experience, sustainable growth in the coming years ”, said Thomas Siebel, co-founder and managing director of VÖOST Vitamins.
