Vimto's VitHit Grab: A Strategic Move in a Crowded Healthy Drink Market The acquisition of healthy beverage maker VitHit by Nichols, owner of the popular soft drinks brand Vimto, has sent shockwaves through the industry.
On paper, it appears to be a shrewd move for both parties involved – but what does it say about the state of the market, and where will this partnership lead?
A consolidation trend is evident in the healthy drink market, with numerous brands emerging over the past few years in response to changing consumer habits.