Wholesaler Pricecheck has announced a UK distribution partnership with OSHEE Hydration Drinks, one of Europe’s leading sports and vitamin drinks brands.
From this month, Pricecheck has taken on responsibility for distribution, sales and channel development for OSHEE, bringing its range of functional hydration and vitamin drinks to British consumers.
Matt Collins, general manager at OSHEE UK, said: “Sports and functional waters are worth in excess of £500m in the UK and continue to grow consistently, which is why OSHEE has made the UK a priority market.
“To succeed, we need to extend our partnerships with strong trade connections and proven expertise – and Pricecheck is the ideal choice. Together, we’ll establish a strong presence and grow sustainably in the UK. OSHEE is bringing what we believe to be the widest range of sports and hydration drinks currently available on the market.”
A key driver of OSHEE’s UK strategy will be its focus on price-marked packs (PMP), a proven sales tool in the independent and convenience channels. The OSHEE range includes Vitamin Water PMP and Isotonic PMP, with the brand noting that its strategy is designed to ensure that it delivers on its promise: ‘Always with vitamins, always better value’.
Already a major player across European retail channels, OSHEE holds a significant market share in supermarkets across the continent. Its UK expansion will focus on building presence across major multiples, as well as symbol and independent retailers.
Darren Goldney, commercial director at Pricecheck, commented: “We’re excited to welcome OSHEE to our portfolio. With its strong international reputation and commitment to adapting to UK consumer and channel needs, OSHEE has huge growth potential.
“Our full-service model will ensure the brand achieves maximum impact in this competitive category. This partnership builds on the early 2025 launch of our collaboration with Jacobs Douwe Egberts, including Kenco and other leading brands.”
