CASE STUDY
KAL Vitamins helped build the supplement industry. Now it had to reclaim its place in the conversation.
Client KAL Vitamins Category Minerals / Nutritional Supplements
Services PR, Earned Media, Brand Awareness, Spokesperson Relations
The Situation
Founded in 1932, KAL Vitamins helped shape the modern supplement industry. The brand pioneered the multivitamin, introduced one of the first calcium powders, and was a founding member of what is now the Natural Products Association.
For decades, KAL had built expertise in the category, particularly in minerals. Its manufacturing model reinforced that credibility: the brand makes nearly all of its products in-house, with testing that begins with raw ingredients and continues through finished goods.
Then magnesium moved into the mainstream. It became part of conversations around sleep, stress, fitness, recovery, and everyday health, bringing a new wave of attention to a category KAL had understood for decades.
The Insight
When a category has a cultural moment, the brands that helped build it should lead the conversation.
KAL had more than 90 years of formulation expertise, mineral knowledge, and manufacturing experience behind it. That history gave the brand a level of credibility that newer competitors couldn’t replicate.
The challenge was translating that legacy into relevance for consumers discovering the category today.
NBP positioned KAL around its greatest differentiator: the credibility of having helped build the category.
The opportunity was to connect KAL’s deep category expertise with the growing consumer interest in minerals, including magnesium.
The Approach
NBP built an earned media strategy designed to put KAL at the center of the growing magnesium conversation, reaching consumers through the outlets they already turned to for health and wellness guidance.
We targeted media covering sleep, stress, fitness, recovery, and everyday health, connecting KAL’s magnesium expertise to the ways consumers were using the mineral in their daily lives.
To reinforce KAL’s authority, we sourced physician and registered dietitian spokespeople to support the campaign. These experts gave journalists credible, independent voices to explain the science behind magnesium and mineral supplementation, while strengthening KAL’s position in an increasingly crowded category.
Each placement introduced KAL to a new audience through a context they already trusted, turning decades of expertise into modern relevance.
The Impact
- Forbes Health named KAL Magnesium Glycinate its top pick for relaxation
- GQ featured KAL in its guide to magnesium for better sleep.
- AskMen recognized KAL in its Fitness Awards.
- USA Today included KAL in national consumer coverage.
The physician and registered dietitian spokespeople secured through the campaign became ongoing media resources, extending KAL’s visibility and authority well beyond the initial wave of placements.
Featured Placement
Best for Relaxation — Forbes Health, 2026
Forbes — Best Magnesium Supplement forbes.com/health/supplements/best-magnesium-supplement/
Additional Coverage
AskMen — Fitness Awards 2025 — Best Supplements askmen.com/fitness/nutrition/fitness-awards-2025-best-supplements.html
GQ — Best Magnesium Supplements gq.com/story/best-magnesium-supplements
USA Today — Health & Wellness Deals Coverage usatoday.com/story/shopping/2025/07/09/…
