Did you know that it's NOT a Coke or a Pepsi-owned brand that holds the title of the UKs best-selling functional drink, but an Irish brand called VITHIT! I really enjoyed talking to my old buddy and fellow-Irishman Gary Lavin, Founder of this super-charged, low calorie vitamin drinks range https://www.vithit.com. I’ve known Gary and followed VITHIT's progress for over 15 years, and what really intrigues me about this story is that most of this growth has been unlocked over the 5 past years. I’m also really inspired by Gary’s sheer honesty about mistakes he thinks he made and the doggedness that has been necessary to get the business to where it’s at today. Listen to Gary take us though the drivers of this recent transformational growth, how he recognised them, and what he’d do differently if he had to start over.

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