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P&G buys Australian supplements brand Voost

The Procter & Gamble Company (P&G) has acquired Australian supplements brand Voost Vitamins.

P&G said the acquisition is part of its plan to strengthen and diversify it personal healthcare footprint in Australia.

“Vitamins, minerals, and supplements (VMS) is one of the largest and fastest-growing categories in the over-the-counter healthcare industry and remains an important segment for P&G,” said Paul Gama, president at P&G Personal Health Care.

Launched in 2013, Voost Vitamins has already established a strong presence in its home market and expanded into three other markets: Singapore, the UK and Hong Kong.

“It will be our endeavour to accelerate Voost’s strong growth momentum in Australia, through leveraging P&G’s brand building expertise and go-to-market capabilities that enable us to better serve our consumers”, said Kumar Venkatasubramanian, senior VP at P&G ANZ.

Co-founder and MD at Voost, Thomas Siebel, said P&G will elevate the brand to a new level and enable Voost to reach further markets and experience strong, sustained growth in the years to come.

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