Founded in 2021, Vita24 has rapidly become one of South Africa’s most forward-thinking health beverage brands. At its helm is Costa Hambakis, a visionary leader whose background in science and passion for wellness has shaped a product that offers both hydration and holistic health benefits. Known for its vibrant packaging and zero-sugar formula, Vita24 made waves at the Urban Music Awards 2025 as a proud sponsor, energizing artists and guests alike with their nutrient-rich refreshments.
What inspired the launch of Vita24, and how did your background influence the product development?
Costa Hambakis: Vita24 was born during the COVID-19 pandemic when people were desperately seeking effective immune-boosting solutions. With over 30 years of combined experience in manufacturing and nutrition, our team saw a gap in the market—a need for a scientifically formulated product that combined key nutrients like Vitamin C, B6, D3, and Magnesium. Our goal was to make a sugar-free, great-tasting, and convenient daily vitamin booster that supports health from the inside out.
Vita24 is known for its scientific formulation — how important is evidence-based nutrition to your brand identity?
Costa Hambakis: Evidence-based nutrition is foundational to everything we do at VITA24. Our formulations rely on scientific research, not trends. We’re committed to delivering reliable, functional beverages that are both healthy and delicious. It’s what sets us apart.
What made the Urban Music Awards a perfect fit for Vita24’s sponsorship?
Costa Hambakis: The UMA was a natural fit for us. It’s an event that celebrates innovation, creativity, and culture—values we share. It gave us a high-visibility platform to connect with a diverse, energetic audience. The global reach and strong digital engagement provided a fantastic opportunity for brand exposure, and we loved supporting both grassroots artists and global talent.
How do you see the intersection of wellness, music, and youth culture evolving in South Africa?
Costa Hambakis: South Africa’s youth are redefining wellness—it’s no longer just about diet and fitness. Music plays a huge role in shaping identity and emotional expression. We’re seeing artists use their platforms to talk about mental health and well-being, and brands like ours have a responsibility to support that movement. It’s a powerful cultural shift.
With the different VITA24 Vitamin Boost flavors, how do you balance taste with nutrition?
Costa Hambakis: It’s all about precision and creativity. We work hard to create authentic flavors that taste amazing without added sugar. We use sweeteners to maintain a low-calorie profile and ensure the drink supports a balanced, healthy lifestyle for people of all ages. Nutrition never has to compromise flavor.
What was the feedback from attendees at the UMAs who experienced your beverage for the first time?
Costa Hambakis: The feedback was phenomenal. People loved the crisp, bold flavors and were surprised to learn the drinks are sugar-free. Many said Vita24 elevated their experience of the night. It wasn’t just about hydration—it was about energy, wellness, and enjoying something guilt-free.
Who is VITA24 Vitamin Boost’s target market?
Costa Hambakis: Our product is for everyone—but especially for families, busy professionals, and health-conscious individuals. Kids love it. Athletes rely on it. Even people with dietary restrictions appreciate the sugar-free, aspartame-sweetened formula. Whether you’re a parent, a gym-goer, or someone just trying to live healthier, VITA24 has something for you.
How do you plan to expand your product reach beyond current retail channels?
Costa Hambakis: We’re focusing on e-commerce through platforms like Amazon and Takealot, as well as direct-to-consumer via our own website. Strategic partnerships with influencers and subscription services will also help us enter new markets and grow brand loyalty.
What role does sustainability play in your production and packaging decisions?
Costa Hambakis: Sustainability is essential. We use eco-friendly materials and strive to reduce waste in our production process. Our sourcing is ethical, and we’re constantly looking for ways to minimize our carbon footprint. Responsible manufacturing is part of our brand’s DNA.
What legacy do you hope Vita24 will leave in the South African beverage industry?
Costa Hambakis: I want Vita24 to be remembered as the brand that revolutionized how South Africans consume vitamins and minerals. We’re not just about beverages—we’re about empowering health-conscious choices, supporting local economies, and inspiring innovation across the industry.
What accreditations does the VITA24 Vitamin Boost manufacturing facility have?
Costa Hambakis: Our facility is proudly accredited with:
-
GN638 Certificate of Acceptability
-
ISO22000:2018 Food Safety
-
SAHPRA
-
FDA
-
KEBS
-
SANHA (Halaal Certified)
-
KCSA (Kosher Certified)
-
UAE & GCC Free Sale and Distribution Rights Agreement
These accreditations reflect our commitment to quality, safety, and international standards.
Is VITA24 launching any more innovative products?
Costa Hambakis: Absolutely! On June 1st, 2025, we’ll launch VITA24 MAX HYDRATION ORAL ELECTROLYTE. It’s been in development for 15 months, tested by athletes across disciplines, and comes in three delicious flavors. It’s a smooth-tasting electrolyte sports stick powder formulated specifically for hydration, recovery, and peak performance—perfect for all active individuals.
Business Today thanks Costa Hambakis for an energizing and inspiring conversation. With bold innovation and a genuine commitment to wellness, VITA24 is clearly more than a beverage—it’s a movement.
