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New investment: Youvit

We’re excited to announce the newest addition to our portfolio –Indonesia’s gummy vitamin maker, Youvit. It’s our first investment in the Asia-Pacific region.

Youvit products on colourful background
Consumer Brands

BTV’s Investment Director, Lukasz Garbowski, says:

“Youvit is a strong addition to BAT’s Wellbeing & Stimulation portfolio with a validated product-market fit, credible management team and vast geographical expansion potential. Over the next few years we hope to see Youvit’s brand grow as a leading functional gummies proposition in Indonesia and beyond.”

Youvit's products are available at more than 20,000 points of sale and major e-commerce platformsas well as its direct-to-consumer (DTC) platform. Founded in 2015 by Wouter van der Kolk and Maarten Vrouenraets, health and lifestyle company YOU launched its first vitamin products under the Youvit brand in 2017.

Having participated in the Consumer Delight Lab -BTV's bespoke growth engine -the BTV Labs team, together with Youvit, put together a growth plan to assess international scaling opportunities.

Working closely with BAT’s regional Asia Pacific and Malaysia teams, we identified Malaysia as a logical and exciting, high-potential market that can support Youvit in its expanding channel strategy.

Bryce Green, Commercial Marketing Director BAT Malaysia, said:

“We are excited about the opportunity to work with Youvit as they look to expand their functional gummies product range into Malaysia.”

When investing in Youvit, we participated in its $6 million Series B funding round alongside other investors.

Youvit plans to use the funding to expand its product offerings, launch new formats, and expand its team. It will also launch its full product range in Malaysia and ramp up its presence across Southeast Asia.

Covering a wide range of benefits, from beauty to anti-hair loss, anti-aging, adult immune health and child development, more than 800 million vitamin gummies have been sold so far.

Many thanks to the BTV deal team, Lukasz Garbowski, Peter Wozny, Sam Morris, Alexander Swaab, Frazer Hembrow and Kory Sun.

Written by
Andrea McVeigh
Communications and Social Media Manager
Written by
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