Kanthos Limited announces the transition of its food supplement brand VitaV to Olivantine, carrying forward the principles on which the brand was built under a new identity.
Kanthos Limited has announced the rebranding of VitaV, its food supplement brand, as Olivantine.
Launched in 2024, VitaV was created around a simple principle: that food supplements should be formulated and presented with transparency, giving consumers clearer information about what is in the products they choose and why it is there.
The decision to adopt the Olivantine name follows a trademark dispute concerning the VitaV brand. Kanthos ultimately decided to move forward with a new brand name rather than allow the matter to distract from the continued development of the brand and its products.
Kanthos has used the transition as an opportunity to strengthen the brand’s identity and build further on the principles established under VitaV. Olivantine places transparency, considered formulation and consumer understanding at the centre of its approach, with a continued focus on explaining not only what goes into a product, but why it is there.
The name is changing. The principles aren’t.
Olivantine remains part of Kanthos Limited and continues the work begun under VitaV. Existing products are moving to the Olivantine name, alongside the continued development of formulations and additions to the product range.
The transition also brings a new visual identity and a new home for the brand at olivantine.com, while retaining the commitment to quality, transparency and responsible communication that has shaped its development from the beginning.
“VitaV was never simply a name on our products. It represented the principles we wanted to bring to the supplement market. Olivantine gives us the opportunity to carry those principles forward, strengthen the identity around them, and continue building a brand that treats consumers as people capable of reading, questioning and understanding what they buy.”
Raham Alsawadi, Founder and Managing Director, Kanthos Limited
Olivantine is now live, with further product developments and additions to the range planned as the brand enters its next chapter.
For existing VitaV customers, accounts, loyalty points and personalised benefits are moving with the brand, while customer support continues as before.