Procter & Gamble (P&G) has approved and closed its acquisition of Australian effervescent supplements brand, Voost Vitamins. The product range has standout packaging sporting colourful, contemporary design.
The acquisition will enable P&G to strengthen its personal healthcare footprint in Australia, while expanding its consumer healthcare offerings to now include a broader range of vitamins, minerals and supplements (VMS).
Voost is headquartered in Melbourne. The product range was developed in Australia, but is manufactured in Germany.
“This move enables us to expand our portfolio in Australia beyond Vicks and Metamucil by adding a broad range of consumer-preferred VMS that will complement our current offerings,” explains Paul Gama, president, P&G Personal Health Care.
“VMS is one of the largest and fastest growing categories in the over-the-counter health care industry and remains an important segment for P&G.
“We are pleased to continue investing in our business and advancing our VMS offerings by adding another superior brand to our strong health care portfolio.”
“Voost Vitamins brings to P&G an innovative range of consumer-preferred vitamins, minerals and supplements brands in the effervescent form that have high affinity amongst millennials, driven by disruptive packaging and sought-after attributes, such as great taste, sugar- and preservative-free, and many vegan formulations,” adds Kumar Venkatasubramanian, senior vice-president, P&G ANZ.
“It will be our endeavour to accelerate Voost’s strong growth momentum in Australia, through leveraging P&G’s brand building expertise and go-to-market capabilities that enable us to better serve our consumers.”
Headquartered in Melbourne, Voost Vitamins has a strong presence in Australia in leading grocery and pharmacy retailers, and an international presence via distributors in Singapore, the UK and Hong Kong.
“We launched Voost in 2013 with a mission to disrupt the effervescent category and provide millennial consumers with the highest quality effervescent vitamins and minerals, which are affordable yet don’t compromise on quality or taste,” says Thomas Siebel, Voost Vitamins co-founder and managing director.
“With a focus on premium ingredients, great taste and a beautiful, contemporary design, we have developed one of the largest selections of effervescent formulations in the world, and we have a strong customer base across both domestic and international markets.
“I am incredibly proud of what my dedicated team has been able to achieve over the past seven years and I have no doubt that the strength and global leadership of P&G will elevate the brand to a new level, and enable Voost to reach further markets and experience strong, sustained growth in the years to come.”