VWV advises ASCO Foods on new UK and Ireland distribution partnership with Vitasoy
VWV has advised ASCO Foods Ltd on its appointment as the new distribution partner for Vitasoy International Holdings Ltd. across the UK and Ireland, effective from 1 October 2026.
Paul Gershlick, Partner, and Tom Cahill, Senior Associate led VWV's team, advising ASCO Foods throughout the negotiation and completion of the partnership. The VWV team was made up of Joe Kwok (Partner), Paul Gershlick and Tom Cahill.
The partnership brings together one of Asia's most iconic beverage brands with ASCO Foods' expertise in the sales, marketing and distribution of leading Asian food and drink brands in the UK and Ireland. It covers well-loved products, with ASCO Foods set to make these favourites even more accessible to shoppers across retail, wholesale, convenience and food service channels.
Vitasoy, who originated in Hong Kong, has already built a loyal customer base in the UK. ASCO Foods will now work alongside the Vitasoy team to grow the brand's reach further, widening distribution and introducing the products to a larger audience across the UK and Ireland.
"The input by VWV into the ASCO foods appointment, and on other agreements over the years has been invaluable." - Sunny Chadha, Director at ASCO Foods Ltd.
"This is really exciting news. We were really delighted to have worked with ASCO Foods on this deal. This partnership is a major win for ASCO's growth. These Vitasoy drinks have iconic status in Asia, and ASCO's already excellent presence in UK and Ireland will help to boost the products in this market - a great tie-up all round.."
