Explore our brand history timeline
Brand founded on October 5, 1940
The original Pentavite Infant Liquid
This photograph of Penta-vite Infant Formula is currently archived at Museums Victoria in Victoria, Australia. It is likely to have been bought to feed an infant named William Boyd who was born in 1947.
1940
Penta-vite was founded by the Nicholas family company in Australia with adult and children multivitamins.
The Nicholas Building and trademark registration
Introduction to the Nicholas Family
Alfred Michael Nicholas
Born on 14 September 1881 in Majorca, Victoria, Alfred had only limited education but was driven by determination and ambition. His first job was at the age of 11 years as an errand boy for the grocer shop. He continued onto numerous jobs including being a salesman for a Music House, shop manager and also opened up his own import agency, which he maintained until he joined his brother George in the Aspro venture.
George Nicholas
During WW1, all German patents and trademarks were suspended in Australia. It was at this time that George, a qualified pharmacist, decided to try and invent Aspirin. Though there were many struggles, he was successful and registered the trade name on 12 June 1915.
Nicholas Pty Ltd’s legacy
Manufacturing began in New Zealand in 1923 and the first sales were made in England in 1924. Expansion into Europe began in 1925 and into Asia in 1927. By 1968, there were 75 brands associated with Nicholas Pty Ltd – including Aspro, Akta-Vite, and Penta-Vite.
Alfred’s legacy has continued on in Australia not only by the continued success of the Nicholas products, but through his philanthropy. Alfred donated over half his estate to philanthropy. Alfred donated generously to ongoing institutions that are still providing community benefits today such as Wesley College in St Kilda Road, and Methodist Ladies College.
Advertisements during the Nicholas period
Since 1940s, Penta-Vite started educating consumers about its knowledge of children’s nutrition in newspapers and magazines, and released various types of ads.
1944
Brand Campaign Ads
1950
Advertorial Published in the newspaper
1959
Pharmacy ads
1950s to 1970s.
Penta-Vite advertisements for adult capsule products from the
Trademark certificates
Pentavite has been a registered trademark in many countries around the world since it was founded in 1940.
1940
Registered in Australia
1945
Registered in Ireland
1953
Registered in Fiji
Penta-vite in medical journals
1947 Commonwealth of Australia Gazette: Penta-vite products were mentioned
Dedicated to children’s health
Packaging during the Nicholas Period
Penta-vite products in the early days included infant formula, children’s syrup, and adult vitamin capsules.
1963
Adult Vitamin
1963
Children Vitamin Syrup
1965
Children Vitamin Syrup
1969
Infant Formula
1973
Children Syrup
1973
Children Syrup
1976
Infant Vitamin Drop
1978
Children Vitamin with Iron Liquid
1980
Infant Vitamin Drop
1990s
Vitamin and Mineral Chewable Tablets
Advertisements
Penta-Vite started educating consumers about its knowledge of children’s nutrition in newspapers and magazines, and released various types of ads.
1969 infant formula & syrup
1973 children’s syrup
1974 children’s syrup
1975 children’s syrup
1976 infant formula
1980 infant formula
1980 infant formula
1981 children’s syrup
Trademark cerificates
1967 Registered in Fiji
1981 Registered in Fiji
Penta-vite in medical journals
1964
Medical Journal Australia: Mentioned Penta-vite Infant formula and syrup can provide enough vitamins and iron
1973
Pacific Islands: Mentioned Penta-vite being Australia’s leading infant vitamin supplement
Roche Period
1991
Acquired by Roche
In 1991 Roche, a global fortune 500 company, acquired all Nicholas’ brands owned by Sara Lee (Sara Lee acquired Nicholas Pty. Ltd. In 1986). After that, Penta-Vite became Roche’s children’s multivitamin brand. Roche is a pharmaceutical giant with more than 120 years history. In addition to Penta-vite Multivitamin Infant Liquid, Roche expanded the Penta-vite product portfolio to include Multivitamin Chewable Tablets (3-12 years old), and Multivitamin with Iron Kids Liquid (1-12 years old).
Packaging during the Roche period
Products during Roche’s period included: Multivitamin Infant Liquid, Multivitamin Chewable Tablet (3-12 years) and Multivitamin with Iron Kids Liquid (1-12 years). The brand logo and packaging changed significantly since the brand was owned by Nicholas and laid the foundation for the logo design for the next 20 years.
Trademark certificates
1995
Registered in Fiji
2000
Index Nomimum
With a history of 40 years, this index provides the international pharmaceutical market with standard references on drugs, brand names, and therapeutic substances. Penta-vite Chewable Vitamin C (belonging to Roche, Australia) was mentioned in an article published in this journal. Penta-vite was recognised as a drug product by the international medical field during this time.
Bayer Period
2005
Purchased by Bayer
Penta-vite was purchased by Bayer, another global fortune 500 company, and became a professional brand of children’s multivitamins. Bayer is a global pharmaceutical giant with a history of over 150 years.
Packaging during the Bayer period
Products in Bayer’s period included: Multivitamin Infant Liquid, Multivitamin Chewable Tablet (3-12 years), Multivitamin with Iron Kids Liquid (1-12 years) and Omega-3 Fish Oil Softgel Capsules (1-12 years). 3 Gummies products were launched during 2012-2013. The product portfolio, logo and packaging were again upgraded twice during this time.
2000s
New packaging
2000s
New packaging
2012 -2013
New Product Launch
2017
Packaging Update
2017
Packaging Update
Advertising during the Bayer period
National TV Ad
Trademark cerificates
1994
Registered in New Zealand
2009
Registered in Fiji
Byhealth period
2018
Penta-vite was acquired by Byhealth, a global leading brand of vitamin and dietary supplements.
Pentavite Pty Ltd was founded.
2019
Brand refresh
Pentavite underwent a major brand refresh with updated branding and packaging. The product range was expanded to calcium, DHA, dietary fibre, and immune support products across new formats such as powders and capsules.
2020
Official entry into China market
Pentavite initially entered the China market through its flagship store on the Tmall CBEC platform, to bring Pentavite’s Australian made products to Chinese consumers. Application for the Chinese trademark “自然唯他” has been officially submitted in China.Pentavite has since developed a new range of 7 globally produced products includes Lactoferrin Powder, Lactase Powder, Multivitamin Gummies, Milk Calcium Gummies and Algal Oil DHA Gummies launching in China’s baby store channel.In Pentavite’s 80th anniversary, a new global manufacturing site of dietary supplements will be going construction in Melbourne, Australia.
2020
Launched a new range of kids chewables
