VITAMIN drinks firm Vithit has calories in its cross hairs, as consumers increasingly shun sugar-loaded drinks.
Vithit founder Gary Lavin says he created the brand because he used to see people on treadmills for 30 minutes burning calories before putting them all back on immediately by drinking a sports drink.
He said: “Most sports drinks contain 180 calories, sugar and salts, not exactly ideal for weight loss.
“Our first mission was to make sure our drinks tasted as good or better than their sugary counterparts, then add as much goodness without compromising on taste.”
Lavin said Vithit contains 100% of the recommended daily allowance of eight vitamins plus health giving teas and herbs for overall wellbeing and added: “Consumers have become so much more educated about their choices. We feel that as long as Vithit brings low sugar innovation to the soft drinks category we can maintain our position as a market leader.”
