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Bayer adds to consumer health offerings.

MORRISTOWN, N.J. -- The global Consumer Care Division of Bayer HealthCare LLC is among the largest marketers of over-the-counter medications and nutritional supplements in the world.

Some of its brands include Bayer Aspirin, Aleve, Alka Seltzer, Alka Seltzer Plus, Bactine, Citracal, RID, Phillips' Milk of Magnesia, Midol and One A Day Flintstones vitamins.

Bayer Consumer Care has introduced several new products this year, helping to grow its unique segments and increase sales and profits for retailers.

For example, in February, Bayer introduced Phillips' Colon Health Probiotic+Fiber. The product contains three grams of 100% natural prebiotic inulin, which the company says helps with regularity as well as supports the natural, good bacteria in the lower gastrointestinal tract.

In March, the company launched One A Day Women's Menopause Formula, a complete multivitamin designed for women at this stage of their lives.

One A Day Women's Menopause Formula aims to help reduce daytime and nighttime hot flashes and mild mood changes, two of the top symptoms that women face when going through menopause.

Bayer also has introduced One A Day Men's Pro Edge, another product that is strategically targeted to consumers at entry points in the multivitamin category. Bayer is aiming the product at younger men who are physically active, which the company notes is a valuable yet underdeveloped consumer segment for retailers and the multivitamin category.

And in April, Bayer AM began shipping to retail customers. Bayer AM is the first pain reliever that is positioned to provide morning relief, the time of day that is most treated for pain.

At the National Association of Chain Drug Stores Marketplace conference, retailers can expect to see exciting new Bayer items planned for 2011, a longer-term vision for growth tailored to each retailer's strategies and needs, and a flexible plan to address current business opportunities, according to the company.

Bayer Consumer Care continues to maintain couponing support for consumers both via print media as well as through online digital promotional offers, which can help retailers grow their categories.

Another value-add is that the company helps educate consumers about its products and categories with both print and online opportunities.

"Specifically, our online programs and promotions offer a great deal of consumer education and benefits, such as the recently launched My Tree Matters," says a spokeswoman.

"Sponsored by One A Day, My Tree Matters is an interactive experience for consumers that is based on their real-life goals," the spokeswoman explains. "Through the online program, consumers can create and care for their interactive 'life tree' and set personal goals toward change and growth in the areas of health, wellness, finance, career and spirituality. Consumers can learn more about My Tree Matters through print and online media as well as current One A Day packaging."

According to the spokeswoman, the company had "valuable and productive discussions" with retailers at the NACDS Annual meeting in April.

"Building off these discussions, we are ready to discuss how we can help support key retailer initiatives around health and wellness, consumer adherence and compliance," she says. "We feel we are well positioned to lead in these areas and will continue to operationalize these discussions and opportunities at NACDS Marketplace."

Bayer HealthCare, Consumer Care Division

36 Columbia Rd. Morristown, N.J. 07962

Key contact: Michael Stanford, Director of Customer and Sales Solutions

Web site:

Phone: (973) 254-4818

Fax: (973) 408-8114

Primary business:

HEALTH CARE O-T-Cs, vitamins, nutritional supplements

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Title Annotation:Marketplace 2010/Corporate Profiles; National Association of Chain Drug Stores Marketplace; Bayer HealthCare L.L.C
Comment:Bayer adds to consumer health offerings.(Marketplace 2010/Corporate Profiles)(National Association of Chain Drug Stores Marketplace)(Bayer HealthCare L.L.C)
Publication:Chain Drug Review
Geographic Code:1USA
Date:Jun 7, 2010
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