Viactiv unveils new packaging


Viactiv Calcium Soft Chews’ tubs are getting a makeover for the first time since their introduction in the ’90s. The Activ Nutritional brand announced the packaging redesign Monday, noting that it would be available this month across its retail footprint, which includes Walmart, Target, CVS Pharmacy, Rite Aid and Amazon, among others.

“The new tub shape keeps the equity and essence of the Viactiv brand, but is now taller and narrower, which brings a few advantages for both retailers and consumers,” said Craig Sheehan, general manager at Activ Nutritional. “The new packages occupy 15% less space at shelf for retail and for our consumers, it is easier to store, provides better freshness, and is now 100% recyclable.”

Sheehan said that as the overall calcium category is seeing a decline in growth, Viactiv has been seeing positive sales growth. “In the last 52 weeks, Viactiv was up 2.3%, while the calcium category was down 5.3%, according to IRI data,” he said. “We expect our package refresh to continue to drive this growth, which has been a result of a combination of retail and marketing efforts, including the use of AI-driven digital advertising to target ideal Viactiv consumers.”

Viactiv Calcium Soft Chews come in caramel and milk chocolate flavors. Each chew contains 650 mg of calcium, as well as vitamins D and K.


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