The vitamin and mineral brand Vitrum made a remarkable return to the Georgian market at the end of 2023. It quickly regained consumer confidence thanks to its rich 25-year history – Vitrum has been one of the first European vitamin brands for generations in Georgia in the 1990s. It’s distinguished by its diverse product range; in addition, Vitrum Immunactive, one of its outstanding products, was awarded the Golden Brand 2024 in the vitamins and minerals category.
To explore this brand revival, we spoke with Lika Lobzhanidze, the Founder and General Director of ArtPharma. As the official representative of STADA Group in Georgia’s food additives sector, Lika shares her insights on reintroduction of Vitrum and emphasizes importance of quality in health supplements.
Q. What led to the decision to bring Vitrum back to the Georgian market?
A. We are delighted that Vitrum is represented by ArtPharma in Georgia. This European brand boasts 25 years of experience and is highly recognized in our country. In the past, there were only two well-known brands of vitamin and mineral supplements, and one of them was Vitrum. As a result, Vitrum has become synonymous with high-quality, European vitamins and minerals for Georgian consumers’s mind.
Although the brand was unavailable in Georgia for some time, the demand for it in pharmacies never wavered. Due to this persistent demand, we took the initiative to bring it back, and this was realized through our collaboration with the German international pharmaceutical company STADA Group.
STADA is a large international company with a 130-year history, known for its innovative approaches, high quality, and modern technologies. Our partnership with STADA represents a significant step forward for our company, the medical field, and the Georgian consumers. STADA has introduced Vitrum to the global market, showcasing its German quality and extensive product range. The message “Choose your Vitrum” highlights that the brand caters to the needs of people of all ages and prioritizes everyday health.
Vitrum is produced at the factory of the leading pharmaceutical company Walmark. With the support of two major pharmaceutical companies, Vitrum enjoys high trust, customer satisfaction, and a positive reputation.
Q. Vitrum was formerly known for its multivitamin complexes. What products are currently available in Georgia?
A. With advancements in medicine, there is now a focus on presenting essential vitamins and minerals in monocomponent or single-component formulations. As a result, Vitrum has been updated to align with modern recommendations, introducing its products in new packaging and with a diverse range worldwide. The brand has created various formulas for children from one year old, as well as for adults. These products aim to restore the balance of vitamins and minerals in the body and address the nutritional deficiencies individuals face daily.
The new Vitrum products are manufactured with German quality standards and are distinguished by natural ingredients, optimal dosages, high efficacy, and safety, catering to people of all ages. The assortment has also been expanded to include pure vitamin D in various convenient forms. Consequently, there is an increased variety of vitamin D options in the ArtPharma portfolio has increased, now featuring both Walmark’s Vitaferol and Vitrum.
In Georgia, Vitrum is available in the pharmacy chain Pharm House in nine different forms, including products for children: Vitrum Kids, which are apple-flavored chewing marmalades shaped like Martians, and Vitrum Junior, which are black currant-flavored chewing marmalades shaped like bears.
Vitrum products will gradually be introduced across all pharmacy chains throughout the country.
Q. In the category of “Complex of Vitamins and Minerals,” Vitrum’s brand, Vitrum Immunactive, won the Golden Brand Award. What does this recognition mean for the brand?
A. Winning the Golden Brand Award is a significant achievement for Vitrum Immunactive in Georgia. This recognition highlights and enhances the high level of trust and satisfaction among consumers. It confirms the brand has successfully established itself as a high-grade and reliable option in the vitamin and mineral complex market.
The Golden Brand title lays the foundation for the sustainable development of the Vitrum brand in the food supplement sector. This we hope will lead to increased consumption of Vitrum products, including its vitamins and food supplements, and help distinguish the brand in a competitive environment.
Q. What distinguishes Vitrum Immunactive from other brands of vitamins and minerals?
A. A healthy immune system is an essential part of overall health. The fast-paced nature of modern life calls for simple and effective solutions that deliver maximum results, which has significantly raised the demand for food supplements. Vitrum Immunactive features a special formula specifically designed to boost immunity. The complex of vitamins and minerals is enriched with micronized beta-glucan, making it particularly effective for strengthening the immune system, reducing the likelihood, and shortening the duration of sickness. The convenience of the product is evident — just one pill per day provides the body with the necessary vitamins and minerals and strengthens its defenses against viruses. Its effectiveness is supported by clinically proven formulas.
Q. What were the main highlights in 2024 at the company?
A. We are proud to announce that, in collaboration with the STADA Group, we have launched an exciting new project of introducing the international brand New Nordic to Georgia. These premium quality food supplements, rooted in Scandinavian traditions, focus on maintaining youth, beauty, and health. With 30 years of experience, New Nordic’s products are bestsellers on three continents, recognized for their effectiveness in detox, weight loss, hair, skin, and overall quality of life. This is attested to by consumer and medical community reviews, international awards, and clinical studies. We are confident that this brand will become as popular in Georgia as it is in leading countries around the world.
