Vitamin Well

Name

Vitamin Well

Legal name

Vitamin Well Group

Website

https://vitaminwell.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

Vitamin Well is a Swedish functional beverage company that develops, produces, and distributes vitamin- and mineral-enriched thirst-quenchers (Original, Zero, Sport ranges) as healthier alternatives to sugary sodas across 40+ markets, serving health-conscious consumers through retail, convenience, travel, and own e-commerce channels.

Ownership category

akta.pro rank

Product category

Functional Beverages

NAICS

Soft Drink Manufacturing (312111)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

akta.pro secondary industries

Vitamin- & Mineral-Fortified Beverage Production (AFAFAFAC), Still Soft Drinks & Flavored Waters (Non-Carbonated) (AFAFABAB), Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)

Keywords

• Functional beverages
• Vitamin enriched drinks
• Sugar free soft drinks
• Sports hydration drinks
• Vitamin and mineral drinks

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Beverage Product Sales: Vitamin Well generates revenue through the sale of functional beverages across three product ranges: Original (low-calorie with fructose), Zero (sugar-free), and Sport (with/without carbohydrates and electrolytes). Products are sold through retail partners, convenience stores, e-commerce platforms, and own web shops in Germany and France.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Vitamin Well develops, manufactures, and sells functional thirst-quenchers enriched with vitamins and minerals as a healthier alternative to sugary sodas and juices. The portfolio spans three ranges: Vitamin Well Original (still, low-calorie, fructose-sweetened), Vitamin Well Sport (with or without carbohydrates and electrolytes), and Vitamin Well Zero (sugar-free, sweetened with sucralose/acesulfame-K/erythritol), available across approximately 40 markets through retail, convenience, travel retail, and own e-commerce channels.

Product overview

Vitamin Well is a Swedish functional beverage company founded in 2008, offering a portfolio of vitamin- and mineral-enriched thirst-quenchers as a healthier alternative to traditional sodas and sugary drinks. The company operates across four main product lines: Vitamin Well Original (the core still, low-calorie beverages sweetened with fructose in functional varieties like Reload, Hydrate, Awake, Defence, Recover, Enhance, and more), Vitamin Well Sport (sports drinks available with carbohydrates (Sport 001) or sugar-free (Sport 002) for exercise hydration), Vitamin Well Zero (sugar-free variants sweetened with sucralose, acesulfame-K, and erythritol in flavors including Raspberry, Lemon, Peach, Pear, Pineapple, Apple, and Wild Berries), and Vitamin Well 1.15 Litre (larger-format bottles of bestsellers for sharing). All products are non-carbonated, free from preservatives, packaged in 100% recycled plastic bottles, and contain carefully selected vitamin and mineral combinations. The company is present in approximately 40 markets worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Vitamin Well Original: Still, low-calorie thirst-quencher, lightly sweetened with fructose and enriched with vitamins and minerals. Available in multiple flavors including Reload, Hydrate, Antioxidant, Awake, Defence, Recover, Enhance, Refresh, Focus, Celebrate, Active, React, Protect, Care, Prepare, Upgrade, Boost, and All Day.
• Vitamin Well Sport
• Vitamin Well Zero
• Vitamin Well 1.15
• Barebells
• NOCCO
• NOBE
• Smiling

Products and services

• Vitamin Well Original A still, low-calorie, fructose-sweetened range of functional thirst-quenchers enriched with balanced combinations of vitamins and minerals, positioned as a healthier alternative to sugary sodas and juices for everyday hydration across European and select international markets.
• Vitamin Well Sport A sports hydration range available with (Sport 001) or without (Sport 002) carbohydrates, enhanced with electrolytes, vitamins, and minerals to support pre-, intra-, and post-workout hydration, electrolyte replenishment, and recovery.
• Vitamin Well Zero A sugar-free functional thirst-quencher range enriched with carefully selected vitamins and minerals and sweetened using sucralose, acesulfame-K, and erythritol, available in flavors including Raspberry, Pineapple, Apple, Pear, Peach, Lemon, and Wild Berries.
• Vitamin Well 1.15 Litre A larger 1.15-litre bottle format of bestselling Original and Zero variants (Hydrate, Defence, Reload, Zero Lemon, Zero Peach) made from 100% recycled plastic and intended for sharing or extended at-home consumption.
• Vitamin Well Summer A limited-edition seasonal still, low-calorie thirst-quencher with redcurrant flavor, enriched with B vitamins, vitamin D, magnesium, and zinc, and free from preservatives.

Quantifiable outcome

• Over 13.5 million SEK raised for childhood cancer research through Run of Hope events
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered core, major and minor.

• MIELI Ry (Finnish Mental Health Association)coreStrategic or Co-development Partner · 12 May 2026Vitamin Well partners with MIELI Ry for Mielijuoksu charity running event supporting mental health. Event held at Meripuisto in Helsinki with participation fees donated to MIELI Ry. Vitamin Well donates additional amount for each lap completed. 2025 event raised over 7,600 euros with 500 participants.
• Médecins Sans Frontières (MSF/Doctors Without Borders)coreStrategic or Co-development Partner · 10 February 2026Long-term international partnership providing non-earmarked funding to support MSF's medical humanitarian work in crisis settings worldwide. Vitamin Well contributes a fixed annual amount of funding not linked to company performance. The partnership leverages Vitamin Well's presence in 30 markets to increase awareness of MSF's work and engage new audiences. Builds on several years of monetary contributions from Vitamin Well.
• BNP Paribas Nordic OpencoreGTM or Marketing Partner · 2 October 2025Vitamin Well became official partner to Nordic Open, the ATP tennis tournament held at Kungl. Tennishallen in Stockholm (October 11-19). Vitamin Well provides thirst-quenchers to all players and conducts activations with creators and ambassadors. The partnership builds on existing relationship with Casper Ruud, one of the tournament's headline performers.
• Stockholm Football AssociationcoreStrategic or Co-development PartnerPartnership to conduct annual training sessions with famous football stars for children in socioeconomically prioritized areas of Stockholm. The goal is to highlight social inclusion of sport and fight social exclusion. Continued partnership for 2025 with Dejan Kulusevski (Tottenham) participating in events.
• Barncancerfonden (Swedish Childhood Cancer Foundation)coreStrategic or Co-development PartnerVitamin Well Run of Hope is an annual running event raising funds for childhood cancer research. Since inception, over 13.5 million SEK collected. 2025 raised over 1.7 million SEK. Event includes family and adult races in Hagaparken, Stockholm. For each adult running 9 km, Vitamin Well donates 100 SEK.
• Casper RuudmajorGTM or Marketing PartnerProfessional tennis player and brand ambassador for Vitamin Well. Ruud is among the world's top tennis players and serves as a headline performer at Nordic Open. Partnership involves participation at events and brand activations.
• Sarah SjöströmmajorGTM or Marketing PartnerWorld-class swimmer and brand ambassador for Vitamin Well Sport products.
• Dejan KulusevskimajorGTM or Marketing PartnerProfessional footballer (Tottenham) and ambassador for Vitamin Well. Participates in annual Football Day events with Stockholm Football Association for youth in socioeconomically prioritized areas.
• Emil RuusuvuoriminorGTM or Marketing PartnerFinnish tennis player and ambassador for Vitamin Well.
• Arthur RinderknechminorGTM or Marketing PartnerFrench tennis player and ambassador for Vitamin Well.
• BarebellsminorOthersBrand under Vitamin Well Group, part of the same corporate family offering protein bars and functional foods.
• NOCCOminorOthersBrand under Vitamin Well Group, functional beverages.
• NOBEminorOthersBrand under Vitamin Well Group.
• SmilingminorOthersBrand under Vitamin Well Group.
• Good to Great Tennis AcademyminorStrategic or Co-development PartnerTennis academy partnership contributing to Vitamin Well's engagement in tennis sport.
• Swedish Tennis Federation (Svenska Tennisförbundet)minorStrategic or Co-development PartnerNational tennis federation partnership for tennis engagement and sponsorship programs.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Gatorade (PepsiCo): Gatorade is the global incumbent sports hydration brand owned by PepsiCo, offering vitamin- and electrolyte-enhanced functional drinks sold via mass-market grocery, convenience, and foodservice. Competes with Vitamin Well Sport and broader Vitamin Well functional line for sport occasion share.
• Red Bull: Red Bull is the global leader in functional/energy beverages with vitamin-enriched product lines and a dominant athlete-sponsorship GTM model. Competes with Vitamin Well's functional and Sport lines for health-conscious consumers in grocery, convenience, and on-the-go.
• Monster Beverage: Monster is the world's second-largest energy drink company with functional vitamin- and taurine-based beverages sold globally. Competes for functional beverage share in grocery, convenience, and on-the-go channels across Europe.

Emerging players

• Liquid Death: Liquid Death is a fast-growing US functional water and beverage brand sold via grocery, convenience, and DTC with a distinctive branding-led, sustainability-positioned GTM. Comparable to Vitamin Well in its focus on better-for-you functional beverages and bold brand positioning to health/youth consumers.
• Olly (Unilever): Olly is a Unilever-owned functional supplement and beverage brand producing vitamin-enhanced drinks and gummies targeting health, beauty, and immunity. Comparable to Vitamin Well in its functional positioning and emphasis on EFSA-style vitamin claims aimed at health-conscious mainstream consumers.

Direct peers

• Bodyarmor (Coca-Cola): Bodyarmor is a US sports/functional hydration brand now owned by Coca-Cola, offering vitamin-enriched, lower-sugar sports drinks to active and health-conscious consumers. Direct competitor to Vitamin Well Sport in the sports hydration category.
• Hint Water: Hint is a US-based zero-sugar flavored water brand marketed to health-conscious consumers via grocery and DTC. Comparable to Vitamin Well Zero in its focus on unsweetened/sugar-free, vitamin-positioned everyday hydration for health-conscious consumers.
• Celsius Holdings: Celsius is a US-listed functional fitness/energy beverage company selling vitamin- and BCAA-infused sparkling drinks to health- and fitness-oriented consumers via grocery, convenience, and fitness channels. Closely comparable to Vitamin Well in positioning (functional, vitamin-enhanced, fitness-adjacent), product format (bottled functional drinks), and target consumer.
• vitaminwater (Coca-Cola): vitaminwater (Glacéau) is a Coca-Cola-owned vitamin-enhanced, low-calorie flavored water brand sold globally via grocery, convenience, and foodservice. One of the closest direct functional peers to Vitamin Well Original in product format, target consumer, and channels.
• Lucozade (Suntory): Lucozade is a UK-origin sports and functional energy drink brand owned by Suntory, sold across European grocery and convenience. Vitamin Well competes directly in the sports hydration and vitamin-enhanced functional beverage category across the UK and broader European grocery trade.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/vitaminwellworldwide
• LinkedInlinkedin.com/company/vitamin-well
• Instagraminstagram.com/vitaminwell

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vitamin Well