The Ireland-based drinks firm, which manufactures drinks in the UK, has distributed its Lean & Green, Immunitea, Boost and Perform drinks to 700 Coles stores across the country, its 15th international market since it was founded in 2008.
Closely following the brand’s launch in the United Arab Emirates, VitHit is targeting an equivalent of 1m unit sales in Australia in 2019 – a soft drinks market that is set to reach AU$5.8m (£3.36m) by 2025.
Strengthen its position
Founder Gary Lavin, who has moved to Australia to support the launch, is now in talks with manufacturers and suppliers to strengthen its position in the new market.
Commenting on the launch, Lavin said: “Entering a market in the Southern Hemisphere firstly provides consistency to our seasonal sales; with the weather and lifestyle of Australians outlining the VitHit ideals.
“In year one, we’re predicting to drive 4% of global sales in Australia. Come year three, we’re expecting to see Australia generating 15% of global sales. It’s a massive market for us and there’s so much opportunity to capitalise upon.”
Lavin described the launch as a key step in entering markets across the region, with south-east Asia on the horizon. The company hoped to enter 50 international markets by 2022.
VitHit is a low-calorie vitamin drink infused with juice, tea and water. The brand is on course to achieve 38% sales growth in the UK in 2018.
Meanwhile, earlier this year, UK-based noodle manufacturer Mr Lee’s Pure Foods launched its range of instant noodles into supermarkets across Australia.
The producer’s range of gourmet instant noodles are now available in Woolworths stores nationwide, extending to a roll-out into Metro and EzyMart.