Mead Johnson readies full line for Viactiv brand.

This article reports on the launch of a nutritional supplement superbrand from infant formula marketer Mead Johnson Nutritionals in 2000. An estimated $15 million advertising campaign will support a line of female-targeted drinks and nutrition bars that will expand its existing Viactiv brand. The project is an outgrowth of a 4-year-old new-product development group. One goal is to build on Mead Johnson's connection with women already established through its $1.1 billion Enfamil brand. In product research, Mead Johnson explored with women their needs for good health and the easiest ways to achieve better nutrition. While the company declined to offer specifics, it is expected the brand extensions may move beyond calcium to include herbal supplements and other nutrients. Plans call for a third flavor of Viactiv calcium chews to join the existing milk chocolate and mochaccino varieties.