LAWRENCEVILLE, N.J. – For the first time since its introduction in the late 90s, Viactiv is launching a new packaging shape for its iconic tub. The new packaging will be available across its distributing retailers, including Walmart, Target, CVS, Rite Aid, Amazon, and Food stores nationally, beginning this month.

“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,” says 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.”

While the calcium category has been struggling with declining growth, Viactiv is one of the few calcium brands that has actually experienced growth. “In the last 52 weeks, Viactiv was up (+2.3%), while the calcium category was down (-5.3%), according to IRI data,” adds Sheehan.  “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 two delicious flavors, caramel and milk chocolate. Each chew contains 650mg of calcium, which is 30% more calcium than the leading gummy brand (500mg).  The soft chews also have up to 2/3 less sugar (1-2g vs. 6g. in the leading gummy brand), and has both vitamins D & K. Just two Viactiv chews give you 100% of the daily recommended calcium.