Viactiv

What Viactiv does

Viactiv is a privately-held U.S. dietary supplement brand specializing in great-tasting nutritional supplements delivered through soft chew tablets and powder formats, operating as part of a corporate family alongside Activ Nutritional, LLC and parent company Doctor's Best, Inc. Headquartered at 2742 Dow Avenue in Tustin, California, the company employs a small (1–10 person) lean brand team and was founded in 2012. The brand name combines "VI" (vibrant) and "ACTIV" (active), reflecting its positioning around enabling active, vibrant lifestyles through supplementation.

The company's core technology centers on a proprietary soft chew delivery system that uses Calcium Carbonate — providing 40% elemental calcium by weight versus 21% for Calcium Citrate — combined with Vitamins D3 and K1 to enhance calcium absorption. The product portfolio spans four core offerings: Chocolate and Caramel Calcium Chews (650mg calcium + 500IU Vitamin D3 per chew), CoQ10 Cardio Complete (100mg CoQ10 with Vitamins D3 and K2 MK-7 in tropical fusion flavor), and High Absorption Magnesium Glycinate powder (200mg magnesium per serving in sweet peach flavor). Calcium SKUs contain 30% more calcium and 66% less sugar than leading gummy competitors, with Kosher certification, gluten-free formulation, and no FD&C dyes or high fructose corn syrup. Bulk SKU variants (60-count and 180-count bottles) support heavy-use customer retention.

Viactiv generates revenue through one-time consumer purchases via direct-to-consumer e-commerce at viactiv.com and third-party retail platforms including Amazon, iHerb, Walmart, and Target. The company targets a horizontal segmentation of consumer personas — primary segments include women concerned about bone health and pregnant women; secondary segments include post-menopausal women, women 30+ focused on healthy aging and sarcopenia, heart-health-conscious consumers, and consumers seeking sleep support. OBGYN endorsement is a significant referral channel, with 85% of OBGYNs reportedly recommending calcium during pregnancy and 9 of 10 specifically recommending Viactiv. Marketing channels include an educational blog, Facebook, Instagram, TikTok, and email newsletter; the company also conducts and publishes consumer surveys to support thought leadership. Recent brand validation includes the 2026 Women's Choice Award.

Name

Viactiv

Legal name

Viactiv, Activ Nutritional, LLC, and Doctor's Best, Inc.

Website

https://viactiv.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Viactiv is a private U.S. dietary supplement brand selling calcium soft chews, CoQ10 cardio chews, and magnesium powder direct-to-consumer and through Amazon, Walmart, Target, and iHerb, primarily targeting women across pregnancy, bone health, and healthy aging life stages.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Calcium supplements
• Nutritional supplements
• Bone health products
• CoQ10 supplements
• Magnesium supplements

Headquarters

HQ city

Greenwich

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct Consumer Supplement Sales: Viactiv generates revenue through direct-to-consumer sales of dietary supplements via its e-commerce platform at viactiv.com. Products include calcium chews, CoQ10 supplements, and magnesium powder.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Viactiv manufactures and sells great-tasting dietary supplements in soft chew and powder formats, including calcium chews with 650mg calcium and Vitamins D3 and K1 per chew for bone health, CoQ10 Cardio Complete soft chews with 100mg Coenzyme Q10 plus Vitamins D3 and K2 for heart and cellular energy, and high-absorption magnesium glycinate powder delivering 200mg magnesium for muscle relaxation and restful sleep. The brand focuses on women's bone health, pregnancy nutrition, heart health, and sleep support, delivered through a proprietary soft chew system that provides 30% more calcium and 66% less sugar than leading calcium gummies.

Product overview

Viactiv is a dietary supplement brand specializing in great-tasting nutritional supplements in soft chew and powder formats. The product portfolio centers on four core offerings: Chocolate Calcium Chews and Caramel Calcium Chews (calcium + Vitamin D3 supplements for bone health containing 650mg calcium per chew); CoQ10 Cardio Complete (Coenzyme Q10 supplement with Vitamins D3 and K2 for heart health and cellular energy); and Magnesium Glycinate Powder (high absorption magnesium for muscle relaxation and sleep support). All calcium chews contain 30% more calcium and 66% less sugar than leading calcium gummies, and include vitamins D and K to boost calcium absorption. The brand emphasizes no tradeoffs between taste and nutrition.

Differentiator

Problem solved

Functional benefit

Products and services

• Chocolate Calcium Chews Chewable calcium and Vitamin D supplement for bone health delivered as a soft chew in milk chocolate flavor. Each chew contains 650mg calcium and 500IU Vitamin D3, with 30% more calcium and 66% less sugar than leading calcium gummies. Available in 60-count and 100-count bottle configurations.
• Caramel Calcium Chews Chewable calcium and Vitamin D supplement for bone health delivered as a soft chew in caramel flavor. Each chew delivers 650mg calcium plus Vitamin D3 with 66% less sugar than leading calcium gummies.
• CoQ10 Cardio Complete Coenzyme Q10 supplement enhanced with Vitamins D3 and K2 (MK-7) for heart health, cellular energy, circulation, and muscle function in a tropical fruit fusion soft chew. Delivers 100mg CoQ10 per chew at only 20 calories.
• Magnesium Glycinate Powder, High Absorption, Sweet Peach High absorption magnesium glycinate powder for muscle relaxation, calm, and restful sleep support. Provides 200mg magnesium per teaspoon in a sugar-free sweet peach flavor that dissolves quickly in water with only 15 calories per serving.

Quantifiable outcome

• 30% more calcium than leading calcium gummies
• +3 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Garden of Life: Garden of Life, owned by Nestlé Health Science, is a premium organic and non-GMO supplement brand. It competes with Viactiv in women's health and calcium supplement categories, particularly targeting consumers seeking clean-label certifications similar to Viactiv's Kosher and gluten-free positioning.
• MegaFood: MegaFood, owned by Nestlé Health Science, is a whole-food supplement brand focused on women's health, prenatal, and bone health categories. It competes with Viactiv in women's health and prenatal segments with similar premium, clean-label positioning and certifications.
• Caltrate: Caltrate, owned by Haleon, is a leading calcium supplement brand offering tablets and chews. It is a direct competitor to Viactiv in the calcium supplement category, targeting similar women-focused bone health positioning with substantially larger marketing scale and household penetration.
• Nature Made: Nature Made, owned by Otsuka Pharmaceutical, is one of the largest vitamin and supplement brands in the US. It competes with Viactiv across multiple supplement categories including calcium, magnesium, and CoQ10, and operates with significantly broader scale, household penetration, and retail footprint.
• Nature's Bounty: Nature's Bounty, owned by Nestlé Health Science, is a leading mass-market vitamin and supplement brand. It competes with Viactiv in calcium and women's health supplements, leveraging substantial marketing investment and broad retail distribution across drug, mass, and grocery channels.
• Vitafusion: Vitafusion, owned by Church & Dwight, is a leading gummy vitamin and supplement brand. It is a direct competitor to Viactiv in chewable supplement formats and women's health categories, with similar taste-driven positioning and broad US retail presence across mass, drug, and grocery.
• Sundown Naturals: Sundown Naturals, owned by Church & Dwight, is a mass-market supplement brand offering vitamins, minerals, and specialty supplements including calcium and women's health products. It competes with Viactiv on price-positioned retail shelves and benefits from Church & Dwight's broad distribution.
• Citracal: Citracal, owned by Bayer, is a major calcium citrate supplement brand focused on women's bone health. It competes directly with Viactiv in the calcium supplement category, particularly among post-menopausal and senior consumers, and benefits from Bayer's large marketing and distribution footprint.

Emerging players

• Ritual: Ritual is a fast-growing DTC multivitamin and supplement brand with strong women-focused positioning and a traceable ingredient narrative. While its core category is multivitamins, its premium DTC-driven go-to-market approach is comparable to Viactiv's direct-to-consumer strategy in women's health supplements.

Broad incumbents

• Centrum: Centrum, owned by Haleon, is one of the largest global vitamin and supplement brands with broad multivitamin and specialty lines. It is a broad incumbent competing with Viactiv across multiple supplement categories with significantly greater global scale, R&D, and marketing resources.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/viactiv
• Instagraminstagram.com/viactiv
• TikToktiktok.com/@viactivsupplements
• LinkedInlinkedin.com/company/viactiv-holdings-llc

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Viactiv