LittleBlackBook: VITAL Appoints The Ninety-Niners as Creative Agency

The collaboration with The Ninety-Niners aims to elevate VITAL's portfolio of vitamin and gut health drinks as the brand expands into nationwide retail distribution.

Functional drink brand VITAL has appointed The Ninety-Niners to lead its brand strategy and creative. The move follows the brand’s soft launch in the UK last year.

Functional drinks continues to explode as a category, as real people seek something extra from their day-to-day products. VITAL’s range currently includes vitamin and gut health drinks, with a variety of fruit-based flavours. The drinks are currently available online and via Amazon, but nationwide distribution with supermarkets and other specialist retailers is expected soon.

The Ninety-Niners first task is to develop a creative platform for the brand, which will sit across the full portfolio of drinks.

Al Duffield, founder of VITAL, said, “we are delighted to be working with The Ninety-Niners on this critical part of our journey. We’ve been incredibly impressed by the thinking and creativity of the team and can’t wait to see it come to life.”

Ant Hopper, founder of The Ninety-Niners, commented, “Al and his team have created a great product in a really interesting, emerging category. Our job is to shine on a light on it so others can discover it too. So far, it’s been a real joy.”

Original article posted by LittleBlackBook on 27th March 2025 can be viewed here.