VITHIT
VITHIT is a privately held Irish functional beverage company that produces low-sugar, low-calorie vitamin-enriched drinks (still, sparkling, and effervescent powder formats) and sells them via DTC e-commerce and major retail chains across 13 countries.
- Company typePrivate
- Founded2012
- HeadquartersDublin, Ireland
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What VITHIT does
VITHIT is a privately held functional beverage company founded in 2012 by Gary Lavin and headquartered in Dublin, Ireland, with primary operations in London and Belfast. The company produces and sells vitamin-enriched drinks combining water, real fruit juice, functional tea infusions (ginseng, rooibos, matcha, Ceylon, green, white, maté), and 100% of the recommended daily allowance of eight essential vitamins per serving. Its product portfolio is organized into three core formats: VITHIT Classic (500ml still bottles in five functional variants including Boost, Perform, Immunitea, Detox, and Lean & Green), VITHIT Sparkling (330ml lightly carbonated cans in three flavors), and VITHIT Effervescent (multivitamin powder sachets in Hydration Station and The Great Defender variants). All products are positioned on a low-sugar (under 6g per bottle), low-calorie (under 35 calories) proposition and are vegan-friendly and gluten-free.
VITHIT operates a dual-channel go-to-market combining direct-to-consumer e-commerce (seven country-specific Shopify storefronts including UK, Ireland, USA, Australia, Belgium, Iceland, and UAE, supported by a Recharge-powered subscription program offering 15% recurring discount) with multi-country physical retail distribution in 13 countries across Europe, Oceania, North America, and the Middle East. Named retail customers include Tesco, Sainsbury's, Boots, Woolworths, Carrefour, Walgreens, Amazon, Circle K, Virgin Active, and Spinneys. The company sells through supermarket chains, convenience stores, pharmacy chains, fuel stations, and health clubs, supported by an affiliate program, VITs Rewards loyalty scheme, and a Trustpilot rating of 4.7/5 across 587 reviews.
Revenue is not publicly disclosed; the company remains founder-led with no identified institutional investment or external capital backing. Headcount is reported at 11-50 employees. Recent strategic activity has focused on product portfolio extension (Effervescent and Sparkling launches in 2022; Irish multipack rollout in 2023/2025), geographic expansion into the UAE and Iceland, and sustainability investment in 51% recycled PET packaging that exceeds EU 2025 targets. Pricing is structured around unit pricing with bundles (Starter Pack at £9.99, Classic 12-pack at £20.00, Sparkling 12-pack at £16-17, Effervescent 14-sachet pack at £17.50) and a 15% subscription discount.
VITHIT firmographics
Firmographics- Name
- VITHIT
- Legal name
- VITHIT UK Ltd
- Website
- https://vithit.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- VITHIT is a privately held Irish functional beverage company that produces low-sugar, low-calorie vitamin-enriched drinks (still, sparkling, and effervescent powder formats) and sells them via DTC e-commerce and major retail chains across 13 countries.
- Ownership category
- akta.pro rank
VITHIT industry classification
Industry- Product category
- Functional Beverages
- NAICS
- Beverage Manufacturing (3121), Soft Drink Manufacturing (312111)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080)
- akta.pro primary industry
- Functional/Fortified Beverage Production (Vitamins, Botanicals, Nootropics) (AFAFABAH)
- akta.pro secondary industries
- Vitamin- & Mineral-Fortified Beverage Production (AFAFAFAC), Vitamins (A, B-Complex, C, D, E, K; Premixes) (AFAJAKAA), Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)
Keywords
Where VITHIT is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- Ireland
- HQ region
- Europe
Offices2 records
Markets served
VITHIT business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through vithit.com and regional domains (vithit.ie, usa.vithit.com, au.vithit.com, etc.) with one-time purchases and subscription options. Subscription model provides 15% recurring discount with automatic deliveries every 14/21/28/48 days.
- Retail Distribution: Physical retail distribution through supermarkets, convenience stores, pharmacies, and fuel stations across UK, Ireland, USA, Australia, Belgium, France, Netherlands, Norway, Iceland, Sweden, Estonia, and UAE.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | VITHIT Starter Pack - £9.99 |
| Unit Pricing | Monthly | Classic Bundle (12-pack) - £20.00 |
| Unit Pricing | Monthly | VITHIT BOOST - £1.67/bottle (500ml) |
| Unit Pricing | Monthly | Hydration Station Sachets - £17.50 (14 sachets) |
| Unit Pricing | Monthly | Sparkling Bundle (12-pack) - £17.00 |
| Unit Pricing | Monthly | Sparkling Cans - £16.00 (12-pack) |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels6 records
VITHIT product offering
Product offeringCore offering
VITHIT manufactures and sells functional vitamin-enriched beverages combining water, real fruit juice, tea infusions, and 100% recommended daily allowance of 8 essential vitamins. The portfolio spans 500ml Classic still bottles, 330ml Sparkling cans, and single-serve Effervescent multivitamin powder sachets, all formulated with under 35 calories and fewer than 6g of sugar per serving to target health-conscious consumers seeking alternatives to sugary drinks.
Product overview
VITHIT is a functional beverage company offering a portfolio of vitamin-enriched drinks as a single unified product line with multiple format variants. The core offering consists of VITHIT Classic (500ml still bottles in 5 functional variants), VITHIT Sparkling (330ml lightly carbonated cans in 3 flavors), and VITHIT Effervescent (single-serve multivitamin powder sachets in 2 functional blends). All products share a consistent nutritional profile of fewer than 35 calories, under 6g of sugar, and 100% RDA of 8 essential vitamins per serving, combined with real fruit juice and functional tea infusions. The portfolio includes specialized sub-brands addressing specific health needs: BOOST (energy with ginseng), IMMUNITEA (immune support with zinc), PERFORM (athletic performance with matcha), DETOX (cleansing with green tea), LEAN & GREEN (weight management with Maté tea), HYDRATION STATION (electrolyte replenishment), and THE GREAT DEFENDER (immune boost with 1000mg Vitamin C). Bundled offerings (Starter Pack, Classic Bundle, Sparkling Bundle) enable consumer trial across formats. The company also operates a Subscribe & Save subscription program and VITs Rewards loyalty program. All products are vegan-friendly, gluten-free, made with natural colors, and 100% recyclable packaging (51% recycled PET bottles, aluminum cans).
Differentiator
Problem solved
Functional benefit
Products and services
- VITHIT Classic Line of 500ml vitamin water bottles in five functional flavors (Boost, Perform, Immunitea, Detox, Lean & Green), each containing real juice, tea infusions, and 100% RDA of 8 essential vitamins, with fewer than 35 calories and under 6g of sugar per bottle.
- VITHIT Sparkling Range of 330ml lightly sparkling canned vitamin water in three flavors (Pink Grapefruit & Lime, Raspberry & Watermelon, Mango & Pineapple), containing real juice, tea infusions, and essential vitamins with less than 35 calories per can.
- VITHIT Effervescent Multivitamin powder sachets designed to be dissolved in water, available in Hydration Station (electrolyte formula with 8 essential vitamins and 4 key minerals) and The Great Defender (immune support formula with 1000mg Vitamin C, Zinc, and Vitamin D).
- VITHIT Starter Pack Introductory bundle containing 3 Classic bottles (500ml), 3 Sparkling cans (330ml), and 2 Effervescent sachets, providing an all-in-one trial experience across all product formats at £9.99.
- VITHIT Classic Bundle Mixed case of 12 Classic bottles featuring all 5 flavors (Boost, Perform, Immunitea, Detox, Lean & Green), available in 12/24/36/48 pack options at £20.00.
Quantifiable outcome
- 70% less sugar than standard vitamin drinks
- +3 more outcomes
Companies that use VITHIT
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
VITHIT technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature3 records
VITHIT partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
VITHIT competitors and assessment
Company assessmentPeers
- Berocca:
Broad incumbents
- Vitaminwater (Glacéau): Owned by Coca-Cola, Vitaminwater is the dominant global vitamin-enhanced water brand and the most direct category analogue to VITHIT, competing for the same low-calorie functional hydration occasion but with vastly larger marketing budgets and global distribution.
- Lucozade: Lucozade (owned by Suntory) is a UK household-name sports and energy drink brand sold through the same major retailers as VITHIT. It competes on hydration/functional benefit occasions, particularly Lucozade Sport and Lucozade Alert.
- Bodyarmor: BodyArmor (majority-owned by Coca-Cola) is a premium sports hydration brand positioned around electrolytes, vitamins and lower sugar — overlapping VITHIT's PERFORM and HYDRATION STATION use cases and competing for the same health-conscious fitness consumer.
Direct peers
- Liquid IV: Liquid IV is a leading US-based electrolyte and vitamin drink-mix brand selling effervescent powder sachets in a comparable health-and-wellness positioning. Its Hydration Multiplier directly competes with VITHIT Effervescent Hydration Station and is the most direct sachet-format peer.
- Nuun Hydration: Nuun sells effervescent electrolyte tablets for hydration, mapping closely to VITHIT's Hydration Station sachets. It is a direct sachet-format competitor targeting athletes and active-lifestyle consumers with a comparable low-sugar, vitamin-fortified proposition.
- Vitamin Well: Vitamin Well is a Swedish functional vitamin water brand sold across European retailers with similar low-sugar, vitamin-fortified positioning. It is the closest European peer to VITHIT and directly overlaps in markets such as the Nordics, UK and Continental Europe.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
VITHIT social profiles
Digital presenceVITHIT compliance and trust
Trust signalCompliance1 record
VITHIT financial estimates
Financial estimateRevenue estimate
Valuation estimate
VITHIT leadership team
Management profileNumber of profiles
Profiles7 records
VITHIT funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VITHIT M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VITHIT
What does VITHIT do?
VITHIT manufactures and sells functional vitamin-enriched beverages combining water, real fruit juice, tea infusions, and 100% recommended daily allowance of 8 essential vitamins. The portfolio spans 500ml Classic still bottles, 330ml Sparkling cans, and single-serve Effervescent multivitamin powder sachets, all formulated with under 35 calories and fewer than 6g of sugar per serving to target health-conscious consumers seeking alternatives to sugary drinks.
Is VITHIT a public or private company?
VITHIT is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was VITHIT founded?
VITHIT was founded in 2012. It employs 11 to 50 people.
Where is VITHIT based?
VITHIT is headquartered in Dublin, Ireland, in the Europe region.
How does VITHIT make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are VITHIT's main competitors?
Berocca is listed as a peer. Broad incumbents are Vitaminwater (Glacéau), Lucozade and Bodyarmor. Direct peers are Liquid IV, Nuun Hydration and Vitamin Well.
Does VITHIT have an API?
No public API is recorded for VITHIT.
What industry is VITHIT in?
VITHIT's product category is Functional Beverages. Its primary akta.pro industry code is AFAFABAH, Functional/Fortified Beverage Production (Vitamins, Botanicals, Nootropics), with a secondary code of AFAFAFAC, Vitamin- & Mineral-Fortified Beverage Production. Its NAICS code is 3121 and its SIC code is 2086.