Asco to roll out Vitasoy products across the UK
ASIAN products supplier Asco Foods has been chosen has the new distribution partner for Vitasoy in the UK and Ireland.
The Hong Kong founded drink brand offers consumers a range of different soy-based options including the Vitasoy Original Soy Drink, Vitasoy Malt Soy Drink and Vita Lemon Tea Drink (VLT), all of which will be rolled out across the UK and Ireland later this year.
The new partnership will take effect from 1 October and will reintroduce the Vitasoy range of drinks into the UK market after the brand first made its way to the UK nearly 50 years ago.
Sunny Chadha, director at Asco Foods, said: “Vitasoy is an inconic brand with a rich heritage, a loyal consumer following and an outstanding portfolio of products. With the community of Hong Kongers growing by over 150,000 people over the past five years, we see a significant opportunity to build on this strong consumer base and bring Vitasoy’s products to even more shoppers.
“We also recognise the strength of the brand beyond the Hong Kong community and see exciting potential to introduce Vitasoy to a broader, more diverse consumer audience.
“We look forward to working closely with the Vitasoy team and our customers to continue the brands’ success and unlock new opportunities for sustainable long-term growth beyond the excellent existing base for the brands.”
Furthermore, Asco Foods has already established itself as a key distributor for Asian brands across the UK marketplace such as with the massively popular soft drinks brand Mogu Mogu.
Since its introduction to the UK market, the soft drinks brand has secured distribution in more than 1,000 major supermarket stores nationwide alongside extensive wholesale and independent convenience coverage.
Anthony Chan, chief executive of Hong Kong operation at Vitasoy International Holdings Limited, said: “Asco has established itself as a capable and trusted distribution partner, driven by a dedicated and experienced management team with a strong commitment to customer success and market development.
“Its broad reach across mainstream retail chains, ethnic grocery stores, food service sector and online channels provides a multi-channel route to market for the continued development of the Vitasoy and Vita brands.
“Asco’s expertise in brand building, trade marketing and promotional activity will help strengthen product visibility and broaden availability across the market, while its own delivery fleet provides added flexibility and responsiveness in serving customers across different channels.
“We are thrilled to partner with Asco as we build on the brands’ existing foundations and pursue sustainable growth opportunities in the market.”
