Procter & Gamble – P&G acquires VOOST, Australia’s leading effervescent supplements brand
Sydney, April 12 2021 – The Procter & Gamble Company (NYSE:PG) announced today the approval and closing of its acquisition of VOOST Vitamins, Australia’s leading effervescent supplements brand. The addition of VOOST Vitamins innovative range of consumer-preferred brands will enable P&G to strengthen its personal healthcare footprint in Australia, expanding the company’s consumer healthcare offerings, to now include a broader range of vitamins, minerals and supplements.
“This move enables us to expand our portfolio in Australia, beyond Vicks and Metamucil, by adding a broad range of consumer-preferred vitamins, minerals, and supplements (VMS) that will complement our current offerings. 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”, said Paul Gama, President, P&G Personal Health Care.
“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-free and preservative free, and many vegan formulations. 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”, said Kumar Venkatasubramanian, Senior Vice President, P&G Australia and New Zealand.
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, 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. 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 are now the leading effervescent supplement brand in Australia with 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,” said Thomas Siebel, VOOST Vitamins Co-founder and Managing Director.
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