Vitasoy International Holdings Limited has appointed ASCO Foods Ltd as its new distribution partner for the UK & Ireland, with the new partnership taking effect from 1st October 2026. The agreement will see ASCO Foods take responsibility for developing the VITASOY and VITA brands across grocery, convenience, wholesale and foodservice, including Vitasoy Original Soy Drink, Vitasoy Malt Soy Drink and the iconic Vita Lemon Tea Drink (VLT).
Founded in Hong Kong in 1940, Vitasoy is one of Asia's most established beverage businesses, with leading positions across the plant milk and tea categories in its home Hong Kong market. The brand also has a long history in Britain having first entered the UK almost 50 years ago and built a loyal following within the UK’s Hong Kong & Mainland Chinese communities. That established consumer base has been strengthened significantly in recent years by new arrivals from Hong Kong, with more than 166,000 people arriving in the UK through the Hong Kong BN(O) route by June 2025. ASCO Foods believes this combination of heritage, existing consumer recognition and a substantially larger core audience creates significant potential for further growth across mainstream UK retail and convenience.
ASCO Foods has established itself as a specialist sales, marketing & distribution partner for leading World Foods brands. Its expertise lies in developing international food and drink brands within specialist and ethnic channels before successfully taking them into mainstream grocery and convenience. The company's track record includes Mogu Mogu, which has grown into a Top 20 UK juices and smoothies brand and secured distribution in more than 1,000 major supermarket stores nationwide, alongside extensive wholesale and independent convenience coverage.
“Vitasoy already has exceptional heritage, strong consumer recognition and a loyal following in the UK," said Sunny Chadha, Director at ASCO Foods. "Our focus now is to build on those foundations and significantly broaden the reach of VITASOY and VITA across mainstream retail and convenience.”
For retailers, ASCO believes Vitasoy presents an increasingly compelling opportunity. An internationally established brand with almost five decades of UK heritage, a growing core consumer audience and significant headroom for wider distribution.
Anthony Chan, CEO HK Operation at Vitasoy International Holdings Limited, said: “ASCO has established itself as a capable and trusted distribution partner, driven by a dedicated and experienced management team with a strong commitment to customer success and market development. Its broad reach across mainstream retail chains, ethnic grocery stores, food service sector and online channels provides a strong multi-channel route to market for the continued development of the VITASOY and VITA brands. ASCO’s expertise in brand building, trade marketing and promotional activity will help strengthen product visibility and broaden availability across the market, while its own delivery fleet provides added flexibility and responsiveness in serving customers across different channels. We are thrilled to partner with ASCO as we build on the brands’ existing foundations and pursue sustainable growth opportunities in the market.”
The partnership will commence on 1st October 2026, with ASCO Foods working alongside Vitasoy and its customers to support the existing business while driving increased distribution and brand investment across the UK & Ireland.