Viactiv's Slogans & Taglines

Viactiv was launched in 2000 as a nutritional supplement brand under Activ Nutritional, pioneering the concept of delicious, chewable calcium and vitamin supplements for women. The name derives from a fusion of "VI"brant and "ACTIV"e, reflecting its mission to help women lead energetic, healthy lives. For over two decades, the brand built its reputation on combining bone-health efficacy with indulgent flavours such as milk chocolate, making daily supplementation a treat rather than a chore. In 2024, Doctor's Best Inc., a leading U.S. nutritional supplement company and subsidiary of Kingdomway USA Corp., acquired Viactiv, expanding its retail distribution and integrating the brand into its science-based wellness portfolio. Headquartered in Tustin, California, the brand continues to serve as America's leading chewable calcium supplement.

The brand's core products are dietary supplements, including calcium, vitamin D3, and vitamin K chewable tablets. Its portfolio features soft calcium and magnesium chews designed to support bone density and overall wellness, particularly targeting women from adolescence through pregnancy and menopause.

From its earliest campaigns, Viactiv built its identity around the slogan "Viactiv, the nutrition women want!" alongside "Active Nutrition for Women by Women" and the memorable promise "Be sweet to your bones." This journey reflects a shift from a niche women's health product to a trusted mainstream supplement brand that makes essential nutrition both convenient and delicious.