German nutrition player LaVita has expanded its DTC offer to the UK – promising an “all-in-one liquid nutrition solution” for Brits seeking “high-quality, convenient health products”.
The brand’s liquid micronutrient concentrate combines more than 70 ingredients – across fruits, vegetables, herbs and plant oils – with vitamins and minerals. A 10ml dose of the liquid is intended to be mixed daily into a glass of water.
Positioned as a premium alternative to conventional supplements, LaVita’s product is free from additives, preservatives, colourings, flavourings and sweeteners. It is also vegan, lactose-free and gluten-free. Prices start at €50 (£44) for a 50-serve (500ml) bottle.
The liquid concentrate offered “a streamlined approach to daily nutrition, replacing multiple products with one consistent, easy-to-use solution”, LaVita said.
Developed in 1999 by former German national ice hockey captain Gerd Truntschka, LaVita was created “to address the limitations of fragmented supplement routines”, it said.
It united “nutritional science with traditional production techniques, including cold-pressing, fermentation and maturation, to retain ingredient integrity and aid maximise absorption”.
Fabian Bender, chief business development officer at LaVita, added: “The UK represents a key growth market for LaVita, particularly as consumers become more discerning about the quality and efficacy of the supplements they choose.”
The brand would “meet growing demand for clean, transparent and high-quality supplements”, he claimed. “What’s more, LaVita offers a compelling proposition – a premium, all-in-one solution that replaces complex supplement routines with a single daily serving, backed by more than 25 years of expertise and strong consumer demand across Europe.”
Last year, value sales of branded vitamins, minerals & supplements grew 5.3% in UK grocery on volumes up 1.4 million packs [NIQ 52 w/e 6 September 2025].
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