International wholesaler and distributor Pricecheck has announced a distribution partnership with one of Europe’s leading sports and vitamin drinks brands.
Effective from 10th October 2025, Pricecheck is taking on responsibility for UK distribution, sales, and channel development for OSHEE, thus bringing its extensive range of functional hydration and vitamin drinks to British consumers.
Enhanced hydration is on the rise, with consumers increasingly embracing both liquid and powder formats. The sports and vitamin water categories are driving this momentum, reflecting a broader shift toward healthier, functional, and value-driven beverages.
With these trends accelerating, OSHEE is uniquely positioned to capitalise, offering innovative, high-quality solutions that meet evolving consumer needs.
“Sports & 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,” said Matt Collins, General Manager at OSHEE UK.
“To succeed, we need a partner 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 (PMPs), a proven sales tool in the independent and convenience channels.
This strategy ensures OSHEE delivers on its promise of “always with vitamins, always better value.” By combining innovation with accessible pricing, the brand is helping retailers grow basket spend while giving consumers confidence in value.
OSHEE is recognised internationally for its sports affiliations, whixh has reinforced its reputation as a lifestyle-driven brand that connects with sports fans worldwide.
Already a major player across European retail channels, OSHEE holds 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.
“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," said Darren Goldney, Commercial Director at Pricecheck.
Pricecheck partners with OSHEE™ Hydration Drinks, one of Europe’s leading sports & vitamin drinks brands, to expand availability in the UK