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Bayer to maximize Citracal potential. (VITAMINS & NUTRITION).

MORRISTOWN, N.J. -- Bayer HealthCare's consumer care division has received regulatory approval for the purchase of the Citracal line of over-the-counter calcium supplements from U.S. Mission Pharmacal Co.

As indicated earlier this year when the proposed acquisition was announced, the addition of Citracal increases Bayer Consumer Care's market presence in the United States, the world's largest O-T-C market.

The addition of Citracal will also continue to build upon the company's already strong nutritionals business, which includes such leading brands as One-A-Day, Supradyn, Berocca and Redoxon.

"We're excited to take ownership of the Citracal brand as it offers very attractive growth potential in the critically important U.S. market and for our nutritionals, which is a key growth driver for us now and in the future," says Gary Balkema, president of Bayer HealthCare's consumer care division.

Citracal is primarily sold in North America and saw net sales of $47 million for its 2007 fiscal year.

Citracal UltraDense calcium citrate has been cited in numerous clinical studies for its optimal solubility and proven ability to help stop bone loss.

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Title Annotation:Bayer HealthCare's consumer care division; Mission Pharmacal Co.
Publication:Chain Drug Review
Article Type:Brief article
Date:Oct 22, 2007
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