Nutrition Business Journal

Viactiv Multivitamins Aim to Make Compliance Easier for Busy Women

McNeil Nutritionals pioneers multivitamin chews for adults.

Leveraging the success of its soft calcium chews, McNeil Nutritionals launched Viactiv Multi-Vitamin Chews in early 2005. Since then, the Viactiv brand has experienced double-digit growth, targeting women ages 35 and older. “We believe that the launch of this product signified a transformation of the category, as it introduced for the first time a multivitamin that is fun and easy to take, is extremely convenient and delicious,” said Whitney MacDonald of

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