Pricecheck partners with OSHEE Hydration Drinks to expand availability

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 10 October 2025, Pricecheck has taken on responsibility for UK distribution, sales and channel development for OSHEE, bringing its extensive range of functional hydration and vitamin drinks to British consumers.

Pricecheck reports that 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 positioned to capitalise, offering innovative, high-quality solutions that meet evolving consumer needs.

Matt Collins, general manager at OSHEE UK, said: “Sports and functional waters are worth in excess of £500 million in the UK and continue to grow consistently, which is why OSHEE has made the UK a priority market. To succeed, we need to extend our partnerships 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, a proven sales tool in the independent and convenience channels.

The range includes:

• Vitamin Water PMP: Delivering affordable wellness with a clear, transparent value proposition.

• Isotonic PMP: A flagship launch, activated through an exciting 2026 sports partnership, and the range is designed to drive trial and engagement among sports fans.

This strategy is designed to ensure that OSHEE delivers on its promise: ‘Always with vitamins, always better value’. By combining innovation with accessible pricing, the brand is helping retailers to grow basket spend while giving consumers confidence in value.

Pricecheck’s Darren Goldney: ‘OSHEE has huge growth potential.’

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.

Darren Goldney, commercial director at Pricecheck, commented: “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.”