Vital Products

What Vital Products does

Vital Products PLC is a Nigerian fast-moving consumer goods (FMCG) manufacturer, contract packer, and distributor headquartered in Ogba, Ikeja, Lagos. Founded in 1997 and operating across Nigeria and ECOWAS states, the company employs approximately 200 people and runs a portfolio of 6 consumer brands — Vitali's, Vitali, Vitapepe, Vitavite, Vivo, and Zico — covering tomato pastes and seasonings, dairy and yoghurt drinks, multivitamin fruit drinks, flavoured beverages, premium drinking water, and fruit purees. The business was seeded with the launch of Zico in 2004 and Vitavite in 2001, and now lists 65+ SKUs registered with major modern trade retailers including Shoprite, SPAR, Game, Bazaar, Hubmart, and JustRite. Its manufacturing base is built around state-of-the-art form, fill, and seal lines with quick-freezing and flexible packaging capability, supported by ISO 9001:2015 certification from SON (Standards Organisation of Nigeria) and NAFDAC product registration.

The company operates a three-engine business model. First, own-brand FMCG manufacturing and direct distribution through an integrated platform of 20 distribution hubs, a captive fleet of 80+ vehicles, and partnership access to MDS Logistics' network of 51+ distribution centers and 200+ vehicles across 400+ cities. Second, contract packaging and co-manufacturing for multinational and national clients — described as the local partner and accredited co-packer for Kraft Heinz (its longest-running multinational partnership), Dangote, Olam, Gypsy Paste, Pioneer Foods, and YUM Foods (KFC and Pizza Hut Nigeria). Third, distribution and co-promotion services run through sister company Exim Logistics. Marketing is multi-channel: 20+ outdoor billboards, 25+ branded retail outlets, in-store wet sampling, partnerships with Rave TV, Wazobia, Arewa, and Beat 99.9 FM, the VitaVite Fan Club subscription program (1,500 Naira per child per year for ages 3-12), and active Instagram and Facebook presence.

Vital Products is controlled by the Kapoor family, with Sanjeev Raj Kapoor as Chairman. In 2012 and again in 2016, South African private equity consortium RMB Corvest (a merger of Rand Merchant Bank and Corvest, part of the FirstRand Group) invested in Vital Products, holding a 40% equity stake. Since the partnership began, Vital has launched 60 new SKUs and grown six-fold in product range and capacity. CSR activities include the Nigeria's Children's Breakfast Club, feeding approximately 200-220 children under age 7 free Vivo milk daily through a partnership with Bridge Academies International at a school in Ikorodu, Lagos.

Name

Vital Products

Legal name

Vital Products PLC

Website

https://vitalproductsplc.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Vital Products PLC is a Nigerian FMCG manufacturer, contract packer, and distributor operating 6 consumer brands (50+ products, 65+ SKUs) across tomato pastes, beverages, dairy, and seasonings. It serves Nigerian and ECOWAS consumers directly via 20 distribution hubs and an 80-vehicle fleet, and co-packs for Kraft Heinz, Dangote, Olam, and others.

Ownership category

akta.pro rank

Product category

Fast Moving Consumer Goods (FMCG) Manufacturing and Distribution

NAICS

Food Manufacturing (311)

SIC

Beverages (2080), Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Refrigerated Juices & Smoothies (CRADACAL)

Keywords

• Fast moving consumer goods
• Fruit juice manufacturing
• Tomato paste production
• Contract packaging services
• Beverages distribution

Headquarters

HQ city

Lagos

HQ country

Nigeria

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations

Revenue model

1. Own Brand FMCG Products: Vital Products manufactures and sells its own portfolio of fast-moving consumer goods including tomato pastes, fruit juices, dairy milk drinks, yoghurt drinks, flavoured drinks, seasonings, spreads, and condiments under brands Vitali, Vivo, Vitavite, Vitals, and Zico. Products are distributed through direct sales teams to distributors, dealers, supermarkets, hotels, and restaurants across Nigeria and ECOWAS states.
2. Contract Packaging / Co-Packing: Vital Products generates revenue by providing contract manufacturing, co-packing, and white-label manufacturing services to multinational and national companies including Kraft Heinz, Dangote, Olam, and Gypsy Paste. This includes sourcing, designing, acquiring packaging materials, and handling local registration requirements.
3. Distribution Services: Vital Products distributes and co-promotes products for other companies through Exim Logistics, a sister company. They provide supply chain solutions and in-store promotion services to partners and trade partners across 30 states in Nigeria and ECOWAS countries.
4. White Label Manufacturing: Vital Products manufactures products with custom branding for catering companies and branded food outlets requiring their branding on packaging.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Vital Products PLC manufactures and distributes a portfolio of fast-moving consumer goods including fruit juices, multivitamin drinks, flavoured drinks, dairy milk and yoghurt drinks, tomato pastes, seasoning pastes, ginger/garlic spices, spreads, cooking condiments, and premium drinking water under six own brands (Vitali, Vitavite, Vivo, Zico, Vital's, Vitapepe, Vital Premium Drinking Water). It also operates contract packaging/co-packing and white-label manufacturing services for multinational FMCG companies, leveraging its form-fill-seal manufacturing facility in Lagos, Nigeria, and a 80+ vehicle in-house distribution fleet covering 30+ Nigerian states and ECOWAS countries.

Product overview

Vital Products PLC is a Nigerian FMCG (Fast Moving Consumer Goods) manufacturer, distributor and contract packer operating across four product segments: (1) Paste brands (Vitali and Vital's sub-brands including tomato pastes, seasonings, cooking condiments, spreads, and food supplements); (2) Juice and dairy brands (Vitavite multivitamin fruit drinks, Zico flavoured drinks, Vivo milk and yoghurt drinks, Vital Premium Drinking Water, Vital Fruit Puree); (3) Spreads and seasoning brands (Vital's ginger/garlic spices, Vitapepe, and Vitali seasoning range); and (4) Contract packaging and distribution services for multinational partners. The company operates 50+ FMCG products across 6 brands (Vital's, Vitali, Vitapepe, Vitavite, Vivo, Zico), distributes through 20+ hubs across Nigeria and ECOWAS states, and co-packs for Kraft Heinz, Dangote, Olam, and Gypsy. The portfolio ranges from fruit juices and multivitamin drinks (Vitavite) to milk and yoghurt drinks (Vivo), flavoured drinks (Zico), tomato pastes and seasonings (Vitali, Vitapepe, Vital's), cooking condiments, spreads, and beverages, supported by a 6-brand ecosystem with broad demographic coverage from children to general consumers.

Differentiator

Problem solved

Functional benefit

Brands

• Vitali: Food paste brand including tomato paste, tomato mix paste, stew, ketchup, seasoning pastes, margarine, mayonnaise, peanut butter, stock cubes, matches, parboiled rice, curry powder, nutmeg powder, ginger and lemon tea, drink powder, crayfish/chicken/tomato seasoning powder.
• Vitavite
• Vivo
• Zico
• Vital's
• Vitapepe
• Vital Premium Drinking Water

Products and services

• Vitali Vitali is the primary food paste and seasoning brand of Vital Products PLC, covering tomato pastes, cooking condiments, seasoning pastes, spreads, mayonnaise, margarine, peanut butter, stock cubes, parboiled rice, and drink powders for Nigerian households.
• Vitavite Multivitamin Fruit Drink Vitavite is a children's multivitamin fruit drink brand containing half the intended Daily Allowance of essential vitamins (A, B6, B12, C, D, E, Folic Acid, Niacin, Calcium Pantothenate), available in Orange, Apple, Pineapple, Blackcurrant, Peach, and Tropical variants in 125ml, 200ml, 250ml, and 500ml flexi packs.
• Vivo Dairy Milk and Yoghurt Drinks Vivo is Vital Products' dairy milk and yoghurt brand offering strawberry and pineapple flavoured milk drinks, strawberry and pineapple flavoured yoghurt drinks, chocolate milk drink, and soya milk drink, all in 200ml pouches for Nigerian consumers.
• Zico Flavoured Drinks Zico is a flavoured pouch drink brand enriched with Vitamin C, available in Cola, Apple, Strawberry, Lime and Lemon, Raspberry, and Mango variants in 125ml and 200ml flexi packs for children.
• Vital's Ginger and Garlic Spices Vital's is a spice and seasoning brand specialising in ginger and garlic-based products, including garlic paste, ginger garlic paste, ginger paste, garlic powder, ginger powder, garlic seasoning paste, ginger seasoning paste, and ginger garlic powder for Nigerian cooking.
• Vitapepe Seasoning Paste Vitapepe is a tomato-based seasoning paste made from fresh handpicked tomatoes with a blend of chilli, garlic, ginger, pepper, onion, and salt, delivered in 70gr flexible packs for cooking.
• Vital Premium Drinking Water Vital Premium Drinking Water is premium drinking water sourced from deep underground, manufactured under high standards of purity, safety, and quality, available in 500ML packaging.
• Vital Fruit Puree Vital Fruit Puree is offered in Pine Apple, Banana and Apple, and Banana variants in 200ML packaging, containing natural vitamins from pureed banana and apple for children.
• Contract Packaging / Co-Packing Services Contract manufacturing, co-packing, and white-label manufacturing services offered by Vital Products PLC to multinational and national FMCG companies, including supply chain solutions, packaging design, local sourcing advice, and local registration support. Key partners include Kraft Heinz, Dangote, Olam, and Gypsy Paste.

Quantifiable outcome

• Grew six times in product range and capacity since 2012 partnership with RMB Corvest
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Kraft Heinz CompanycoreStrategic or Co-development PartnerVital Products Plc is the proud accredited and audited co-packer for Kraft Heinz products in Nigeria. The portfolio includes Heinz Tomato Paste, Heinz Mix Paste, and Heinz Jollof Mix Pastes. This is described as the longest-running partnership with a multinational. The relationship is constantly growing and evolving.
• DangotecoreStrategic or Co-development PartnerVital Products Plc is a contract manufacturer for Dangote Tomato Paste. Dangote has established a strong packaged foods business producing tasty and affordable products suited to national cooking styles and preferences.
• OlamcoreStrategic or Co-development PartnerVital Products Plc is a contract manufacturer for Olam products. Olam has established a strong packaged foods business producing tasty and affordable products suited to national cooking styles and preferences.
• Gypsy PasteminorStrategic or Co-development PartnerVital Products Plc is a contract manufacturer for Gypsy Paste products.
• Pioneer FoodscoreStrategic or Co-development PartnerVital Products Plc and Pioneer Foods have established a long-term partnership entailing product supply and co-promotion, including supplying Butterfield Bread and Chicken Republic outlets. Pioneer Foods is one of the largest South African producers and distributors of branded food and beverage products.
• YUM Foods (KFC, Pizza Hut, Taco Bell)coreStrategic or Co-development PartnerVital Products Plc and YUM Foods have established a long-term partnership entailing product supply and co-promotion for KFC and Pizza Hut Nigeria. YUM Foods aims to build the world's most loved and fastest growing restaurant brands.
• MDS LogisticscoreChannel Partner/ Reseller/ DistributorVital Products Plc rents MDS Logistics warehouses around Nigeria. MDS Logistics has a network of over 51 distribution centres and over 200 vehicles across 400+ cities and villages in Nigeria. Vital uses MDS Logistics distribution unit points for product distribution.
• BDO (Binder Dijker Otte)minorImplementation/ SI/ Consulting PartnerBDO is an international network of public accounting, tax, consulting and business advisory firms providing professional services to Vital Products.
• Beat 99.9 FMminorGTM or Marketing PartnerBeat 99.9 FM is a Lagos-based English-speaking radio station centred on music, information and Nigerian entertainment industry. Started broadcasting on 9 September 2009, it was the first African radio station to get verified on Twitter.
• Wazobia & Rave TVminorGTM or Marketing PartnerWazobia and Rave TV are radio and TV channels listened to and watched across Nigeria by millions of listeners and viewers.
• Tolaram Group / BMS LogisticsminorChannel Partner/ Reseller/ DistributorTolaram Group's distribution and logistics company assists companies in Nigeria to distribute high volume products throughout the country.
• UberminorOthersVital Products Plc operates a corporate Uber structure for their staff transportation. Uber Technologies Inc. is a transportation network company headquartered in San Francisco, California.
• Wave AcademiesminorImplementation/ SI/ Consulting PartnerWave Academies provides training, hiring, motivation and development services for Vital Products' people at all levels. They are very involved in Vital Product's training programmes and offer a scalable model for social impact.
• Ascentech ServicesminorImplementation/ SI/ Consulting PartnerAscentech Services LTD is a full-fledged Human Resource Solution Provider incorporated in 2013, committed to recruiting and developing people for Vital Products at all levels.
• Bridge Academies InternationalcoreOthersVital Products partnered with Bridge Academies International in 2017 to feed 200-210 children under the age of 7 free Vivo milk every morning through Nigeria's Children's Breakfast Club. The school is located in Ikorodu, Lagos. Bridge International Academies is the world's largest education innovation company serving families living on less than $2 USD per day.
• Kia Motors CorporationminorOthersKia Motors Corporation is South Korea's second-largest automobile manufacturer headquartered in Seoul. Vital Products has a partnership with Kia Motors (nature of partnership not fully specified in available content).

Scale indicators9 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Dangote Foods (Dangote Group): Nigeria's largest FMCG group, producing Dangote Tomato Paste (directly competing with Vitali) and pasta, sugar, and flour. Directly comparable as a Nigeria-based food manufacturer competing in overlapping categories, with similarly broad distribution.
• Promasidor Nigeria: Pan-African beverage and dairy company (Cowbell Milk, Miksi, Top Tea, Loya Milk). Directly comparable as a beverage/dairy drink manufacturer with strong Nigerian distribution, competing against Vital's Vivo dairy drinks and Zico flavoured drinks.
• Tolaram Group: Nigerian-Founded conglomerate with leading FMCG brands (Indomie noodles, Power Pasta) and the BMS Logistics distribution arm. Comparable as a Nigerian-based packaged-food manufacturer that also owns distribution infrastructure, serving overlapping HORECA and modern-trade customers.
• Flour Mills of Nigeria: One of Nigeria's largest food manufacturers (flour, pasta, semolina, noodles, edible oils) with national distribution. Comparable as a multi-category packaged-food manufacturer with overlapping customer base in Nigerian modern trade and HORECA.
• PZ Cussons Nigeria: Nigeria-listed FMCG manufacturer (Imperial Leather, Premier, Venus, Carex, Robb). Comparable as a multi-brand Nigerian FMCG with shared modern trade and open-market channels.
• FrieslandCampina WAMCO Nigeria: Nigeria dairy manufacturer (Three Crowns Milk, Peak Milk). Directly comparable as a Nigerian dairy-drinks manufacturer whose Three Crowns and flavoured milk SKUs compete head-on with Vivo.
• BUA Foods: Nigeria-listed food manufacturer (BUA Sugar, flour, pasta, dairy). Comparable as a multi-category packaged food and beverage manufacturer with national distribution and overlapping HORECA customers.

Broad incumbents

• Nestlé Nigeria: Subsidiary of Nestlé S.A., producing Milo, Maggi, Nescafé, and dairy drinks in Nigeria. Comparable as a large multinational FMCG manufacturer in overlapping beverage and seasoning categories, with far greater resources and marketing spend.
• Unilever Nigeria: Nigeria-listed subsidiary of Unilever (Knorr, Royco, Lipton, Close-Up). Comparable as a large multinational FMCG in overlapping seasonings, beverages, and personal care categories distributed through similar modern trade and open-market channels.
• Cadbury Nigeria (Mondelez): Nigeria-listed manufacturer of Bournvita, Tom Tom, Cadbury chocolate. Comparable as a multinational FMCG in beverages (Bournvita competes with Vitavite) and confectionery distributed through the same modern trade chains.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/vitalproductsplc
• Facebookfacebook.com/vital-products-plc-1402998403269725
• LinkedInlinkedin.com/company/west-africa-tobacco

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors2 records

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

M&A

Investments

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

Frequently asked questions about Vital Products