THE Procter & Gamble Company (P&G) has purchased Australian effervescent vitamin brand Voost Vitamins, saying the move sees the company "strengthen its personal healthcare footprint in Australia".
P&G already owns Vicks and Metamucil, and said the Voost deal adds "a broad range of consumer-preferred vitamins, minerals and supplements (VMS) that will complement our current offerings".
P&G Personal Health Care President, Paul Gama, said "VMS is one of the largest and fastest-growing categories in the over-the-counter health care industry and remains and 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 healthcare portfolio".
Melbourne-based Voost was launched 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," according to Voost Vitamins co-founder and MD, Thomas Siebel.
"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," Siebel said.
"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," he added.
P&G Senior VP for Australia and New Zealand, Kumar Venkatasubramanian, said the company would aim to accelerate Voost's strong growth momentum in Australia, with the products distributed locally across grocery and pharmacy outlets as well as having an international presence via distributors in Hong Kong, Singapore and the UK.
Other P&G brands include Pantene, Gillette, Oral-B, Head & Shoulders, Tampax, Old Spice, Olay, Aussie Hair Care, Clearblue and Febreze.
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