our story

With a heritage of 80 years and dedication to children’s health for over 50 years, Pentavite has accompanied several generations of growth in Australia and is trusted by Australian parents.

Explore our brand history timeline

Brand founded

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.

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

The Nicholas Building and trademark registration

Introduction to the Nicholas Family

Alfred Michael Nicholas

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

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

1944

Brand Campaign Ads

1950

1950

Advertorial Published in the newspaper

1959

1959

Pharmacy ads

1950s to 1970s.

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

1940

Registered in Australia

1945

1945

Registered in Ireland

1953

1953

Registered in Fiji

Penta-vite in medical journals

1947 Commonwealth of Australia Gazette: Penta-vite products were mentioned

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

1963

Adult Vitamin

1963

1963

Children Vitamin Syrup

1965

1965

Children Vitamin Syrup

1969

1969

Infant Formula

1973

1973

Children Syrup

1973

1973

Children Syrup

1976

1976

Infant Vitamin Drop

1978

1978

Children Vitamin with Iron Liquid

1980

1980

Infant Vitamin Drop

1990s

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

1969 infant formula & syrup

1973 children's syrup

1973 children’s syrup

1974 children's syrup

1974 children’s syrup

1975 children's syrup

1975 children’s syrup

1976 infant formula

1976 infant formula

1980 infant formula

1980 infant formula

1980 infant formula

1980 infant formula

1981 children's syrup

1981 children’s syrup

Trademark cerificates

1967 Registered in Fiji

1967 Registered in Fiji

1981 Registered in Fiji

1981 Registered in Fiji

Penta-vite in medical journals

1964

1964

Medical Journal Australia: Mentioned Penta-vite Infant formula and syrup can provide enough vitamins and iron

1973

1973

Pacific Islands: Mentioned Penta-vite being Australia’s leading infant vitamin supplement

Roche Period

1991

Acquired by Roche

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

1995

Registered in Fiji

2000

Index Nomimum

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

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

2000s

New packaging

2000s

2000s

New packaging

2012 -2013

2012 -2013

New Product Launch

2017

2017

Packaging Update

2017

2017

Packaging Update

Advertising during the Bayer period

National TV Ad

Trademark cerificates

1994

1994

Registered in New Zealand

2009

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.

Pentavite Pty Ltd was founded.

2019

Brand refresh

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

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

Today, Pentavite continues to be the #1 liquid multivitamin brand for children in Australia in 2020.^

We are committed to developing products with no artificial colours, flavours or sweeteners and educating kids and families on healthy eating and nutrition. We want kids to have the right education about nutrition in childhood to stay with them for life.