LAWRENCEVILLE, N.J. — Adare Pharmaceuticals’ consumer products subsidiary (Activ Nutritional, LLC), has launched new Viactiv Digestive Health Soft Chews, expanding the Viactiv supplement brand into the growing digestive health category.

New Viactiv Digestive Health are said to be the only 2-in-1 supplement to combine a probiotic-derived, clinically-studied strain that helps feed good bacteria and fight bad bacteria to keep things balanced, all in a dark chocolate chew that’s individually-wrapped and requires no refrigeration.

“Our proprietary, heat-treated and dried Lactobacillus LB Fermentate is preserved and effective so it can do its job as it passes through the digestive system,” said Craig Sheehan, general manager of consumer products at Activ Nutritional. “The dark chocolate chews are also individually-wrapped which make it easy for consumers to take wherever they are, and contain at least 50% less sugar than gummy probiotics.”

Euromonitor International has predicted 38% growth of the U.S. probiotic category by 2021, outpacing all other supplements in the US. “This is on top of the large category growth seen over the last several years,” added Sheehan.

According to Euromonitor International, U.S. probiotic sales were $4.3 billion in 2016, up 9% from 2015.

Viactiv Digestive Health dark chocolate-flavored chews are formulated with 10 billion cells of the Lactobacillus LB Fermentate – a stabilized, beneficial combination of concentrated Lactobacillus  LB probiotic bacteria cells, nutrients and metabolites, created through a proprietary fermentation process of Adare Pharmaceuticals.Lactobacillus LB Fermentate has been tested in more than 40 peer reviewed scientific studies, including 15 human clinical trials, and is one of the only Lactobacillus-based alternatives to pills, tablets, and powders.

Viactiv Digestive Health will launch at Rite Aid stores and on Amazon.