VITAS: The New Era of Nutrition from Japan to the World

VITAS: A New Name for a New Journey

In a bold move, the company formerly known as Three Peace has officially rebranded itself as VITAS. This change is more than just a new name; it signifies a commitment to becoming a leading nutrition brand with global reach, originating from Japan.

Background Behind the Name Change

Since its inception, Three Peace has embodied the philosophy of “sanpo yoshi,” emphasizing benefits for all stakeholders, including customers, partners, and society at large. Initially launching with a single supplement product, VITA POWER, the company has grown substantially, expanding its offerings into the health, wellness, and beauty sectors. The decision to rebrand to VITAS reflects this evolution and illustrates the clear direction the company aims to pursue in the global market.

As part of this rebranding effort, VITAS has recognized the substantial growth of their flagship products and their aspiration to represent a comprehensive nutrition brand that extends beyond sports supplements. With a focus on health and well-being, VITAS is set to rise as a major player not only in Japan but internationally as well.

Message from the CEO: Tatsuya Takahashi

Tatsuya Takahashi, the representative director of VITAS, shared insights regarding the decision to change the company name. This concept has been on the table for years, but the timing needed to feel right. After careful consideration and growing confidence in their brand, the moment is now.

He emphasized that the change is not simply a rebranding but a clear expression of their future ambitions. The team believes that growth comes from continuous challenges, and they aim to foster trust among customers and partners while creating value for society. Takahashi reiterated that this is a new chapter for VITAS and a true start for their vision.

New Vision, Mission, and Values

With the new name comes a renewed focus on VMV (Vision, Mission, Value), which VITAS has formally documented:

Vision

VITAS aims to circulate vitality globally. Just as blood flows through the body, they want to ensure energy and vitality reach every corner of the world, inspiring individuals to take their first steps toward becoming their ideal selves.

Mission

VITAS is on a mission to ignite passion and encourage everyone to listen to their hearts. They aspire to be the catalyst for people to become the best versions of themselves by taking that essential first step.

Value: The VITAS Way

The company has articulated three core principles:
1. Never extinguish the flame of challenge - Embrace change rather than waiting for perfection.
2. Keep the fire of change alive - Don’t be bound by previous self, and always welcome new ideas.
3. Never let the fire of comradeship go out - Celebrate successes together and support one another in tough times; collective strength leads to greater heat.

Revamped Corporate Website

Coinciding with the name and VMV shift, VITAS has also launched a redesigned corporate website. The new site reflects three design concepts: approachability, sophistication, and energy, allowing visitors to experience the VITAS worldview directly.