Vitadrop has launched a range of vitamin water products targeting the “buying power” of gen Z and millennials at Woolworths and Coles. 
The Australian brand launched at the start of 2019, following a discussion between Charlie Wood and Dan Concannon about a vitamin brand “like no other”.
“Through our highly successful e-commerce channel, we’ve managed to capture the purchasing power of gen Z and millennials,” says Mr Wood.
“No one else is doing what we’re doing in this space that continues to get their products in front of this influential demographic. Vitadrop has become a category of our own because we target the fitness, health, beauty and overall physical wellbeing categories.
“Not only are we online, at music festivals, fun runs and gyms, we’ve now made it into the mass-market channel through our strong partnerships with Woolworths and Coles.”
The Woolworths products, which launched in late June, focuses on Vitadrop’s “science-backed” Daily and Nightly range:
- Vitadrop Daily Hydrate Energy + Mood Sachet – Lemon-Lime 10pk
- Vitadrop Daily Hydrate Energy + Mood Tub – Lemon-Lime 30 serve
- Vitadrop Nightly Hydrate Sleep Support Sachet – Berry Peppermint 10pk
- Vitadrop Nightly Hydrate Sleep Support Tub – Berry Peppermint 30 serve
The Coles products, which rolled out in stores in the last week of July, include:
- Vitadrop Daily Hydrate Energy + Mood Sachet – Lemon-Lime 10pk
- Vitadrop Beauty Hydrate Collagen Flow Sachet – Summer Berry 10pk
- Vitadrop Clarity Hydrate Pure Focus Sachet – Tropical Crush 10pk
- Vitadrop Nightly Hydrate Sleep Support Sachet – Berry Peppermint 10pk
- Vitadrop Recovery Hydrate Sport Recovery Sachet – Melon Burst 10pk
- Vitadrop Hydrate + Focus Sparkling Vitamin Water – Tropical Crush 330ml
- Vitadrop Hydrate + Energy Sparkling Vitamin Water – Lime Citrus 330ml
- Vitadrop Hydrate + Glow Sparkling Vitamin Water – Summer Berry 330ml
- Vitadrop Hydrate + Night Sparkling Vitamin Water – Passionfruit 330ml
