As brand builders and enthusiasts, we are always looking for something new. In Asia, we discovered Iam, whilst the brand has Surinamese/Dutch roots. The story is that Surinamese/Dutch Firoz searched for an alternative to fruit juice from concentrate. After a long search, after trying lots of different drinks and after many disappointments, Firoz was convinced that he had to develop his own product.
He developed Iam Superjuice, made from 100% fresh fruit and very little sugar. The brand offers a strong range of fruit juices, with low sugar levels in comparison to other fruit juices. A fantastic brand to add to our range, particularly in view of the growth potential of Iam. We are 100% enthusiastic!
In 1999, Gary Lavin, a professional rugby player, got injured on his knee. During his recovery, he ended up at a fitness club and he saw athletes drink a lot of calories. He did not understand this, there had to be another way. Easy said, but Lavin really decided to do something. To make a long story short: he developed VITHIT, a refreshing drink with fruits, tea and vitamins. With fewer calories than an apple and 100% of the recommended amount of at least seven vitamins.
It is a top product, because it is the #1 functional drink in Ireland and we are going to make it big in the Netherlands!