International wholesaler and distributor Pricecheck has announced a UK distribution partnership with OSHEE™ Hydration Drinks, one of Europe’s leading Sports and Vitamin Drinks brands.
Effective from 10th October 2025, Pricecheck will take on responsibility for UK distribution, sales, and channel development for OSHEE™, bringing its extensive range of functional hydration and vitamin drinks to British consumers.
Unlocking growth in the UK’s functional drinks market
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.”
Standing out with PMP innovation
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.
- Vitamin Water PMP: Delivering affordable wellness with a clear, transparent value proposition.
- Isotonic PMP: A flagship launch, activated through OSHEE™’s partnership with La Liga™ 2026. Featuring global football stars such as Kylian Mbappé and Lamine Yamal, the range is designed to drive trial and engagement among sports fans.
This strategy ensures OSHEE™ delivers on its promise: “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.
Global brand power meets UK expertise
OSHEE™ is recognised internationally for its sports affiliations, including partnerships with La Liga™ and Iga Świątek, reinforcing 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.
A strategic addition to the Pricecheck portfolio
“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.” – Darren Goldney, Commercial Director at Pricecheck.
About Pricecheck
Pricecheck is an international wholesaler and distributor of branded fast-moving consumer goods (FMCG). Founded in 1978, the second-generation family-owned business is jointly led by Mark Lythe and Debbie Harrison OBE.
Headquartered in South Yorkshire, Pricecheck recorded turnover of £179m in 2024/25 and employs more than 350 people, with exports reaching over 100 countries.
Recognised as one of The Grocer’s Big 30 Wholesalers for four consecutive years, Pricecheck has received multiple industry accolades, including:
- The Grocer Gold Award: Specialist Wholesaler of the Year 2022
- Unitas Digital Innovation Award 2023
- Specialist Member of the Year 2023
Previous honours include The Queen’s Award for Enterprise in International Trade (2015), The Sunday Times Profit Track and International Track Awards, and listings in The London Stock Exchange Group’s 1000 Companies to Inspire Britain.
For UK distribution and sales enquiries about OSHEE™, please contact:
matt.collins@oshee.eu or alec.wall@oshee.eu
07799-863850 or 07738-617199
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