UK soft drinks manufacturer Nichols has acquired Irish functional vitamin beverage brand VitHit in a £64 million deal, aligning with its strategy to strengthen its portfolio by investing in differentiated soft drinks brands. The Vimto maker said that VitHit is an ‘excellent fit’ given its strong market position in a ‘structurally attractive’ soft drinks sub-category, asset-light operating model, established profitability and significant growth opportunities. Nichols praised the brand’s leading position in the UK and Ireland, along with a presence across 13 additional markets internationally. The transaction aims to support Nichols’ growth strategy, strengthen its UK packaged business and provide exposure to attractive growth categories, particularly the health and wellness soft drinks segment. Nichols’ board noted opportunities to accelerate international growth for VitHit by leveraging Nichols’ international operating model.