Vitabiotics expands global footprint with new partnerships

By Nikki Hancocks

- Last updated on GMT


Related tags partnership

Leading UK-based vitamin brand Vitabiotics has partnered with global technology company, Alibaba Group, and Southeast Asia e-commerce platform, Lazada Group, to accelerate growth across China.

As part of the agreement, Vitabiotics will launch popular UK products to the China market for the first time, such as Wellman, Wellwoman, Cardioace, Menopace & Tea+, and is set to build on its already successful product range on the Tmall Global platform, including Osteocare, Pregnacare and Visionace.

The brand has seen strong demand for its products amongst Chinese consumers, with sales growing +30% year-on-year in 2020 and Visionace already ranked the second-best performing Lutein-based product on the Tmall Global platform in December.

The collaboration will see Vitabiotics leverage a variety of Alibaba’s existing technologies, such as its Data Bank tool, which helps brands to better define and target different consumer groups. Vitabiotics will also continue to use Alibaba’s livestreaming platform, Taobao Live, to enhance its in-market presence, through partnerships with several high-profile Key Opinion Leaders (KOLs).

As a member of Alibaba’s SME Advisory Committee – the first alliance in the world between a major e-commerce platform and brand owners – Vitabiotics will also continue to share best practice on IP and counterfeiting with other brands on the platform.

Tej Lalvani, CEO of Vitabiotics, said: “We’re extremely proud to announce our strategic partnership with Alibaba Group.

As a British company committed to human health and research, we have pioneered advances in nutritional healthcare for 50 years and are unique in being the only vitamin company to have received the Queen’s Award for Innovation twice.

“During that time, Alibaba Group has grown to become one of the world’s most innovative technology companies, making them the perfect partner for Vitabiotics, as we look to work even more closely together to further our brand’s footprint across China and Southeast Asia.”

Benji Lamb, Director of China and South Asia, Vitabiotics, says the brand is targeting over 70% growth in China this year.  

“China and the Southeast Asia markets offer huge, huge opportunities for us. Indeed, China is now one of our top three markets," ​says Lamb.

“For us, Tmall Global and Lazada are the most trusted and reputable platforms for overseas products in China and Southeast Asia – and with premium quality product at the heart of everything we do, we therefore felt the partnership was the most effective match.

“With the launch of a second store in China, as well as a host of best-selling UK products, we are at a significant stage of our development.

“We can’t wait to see what the future holds in what we believe to be the most important recovery markets globally.”

David Lloyd, General Manager of the UK, Nordics and Netherlands, Alibaba Group, says the pandemic has boosted interest in preventative health measures across the world.

“Consumers across China and Southeast Asia – particularly the millennial demographic – have placed greater importance on their health. In fact, it is millennials’ attitude to preventative care, as opposed to reactive, that is really driving this growth. Through continued innovation and investment into our platforms and technologies, we are well positioned to help brands like Vitabiotics meet this growing demand in both markets.”

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