Voost can probably thank Richmond footballer Dustin “Dusty” Martin for the stellar sales growth that helped make it a buyout target for United States giant Procter & Gamble.
A co-founder and managing director of the effervescent vitamins company said a decision two years ago to use the Australian Football League star and Brownlow medallist as the marketing figurehead for the brand helped accelerate sales for the Melbourne-based group that was established in 2013.
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Simon Evans writes on business specialising in retail, manufacturing, beverages, mining and M&A. He is based in Adelaide. Connect with Simon on Twitter. Email Simon at simon.evans@afr.com
