Bayer adds immunity supplement

Drug Store News,  Nov 12, 2007  by Michael Johnsen

• E-mail
• Print
• Link

WAYNE, N.J. -- Bayer Healthcare may be looking to plop a little fizz into the dietary-supplement-so-you-don't-get-sick category with the recent introduction of its Alka-Seltzer Plus Immunity Complex, especially with the rampant success of such relative newcomers as Airborne. Available in an "orange zest" flavor, Bayer's effervescent get-better tablets contain easily recognizable ingredients, all designed to support both the body's immunity and energy.

[ILLUSTRATION OMITTED]

Airborne is the only immune-system supplement ranked in the top 10 cough-cold tablet sales, with a volume of $113.2 million for the 52 weeks ended Oct. 7 across food, drug and mass outlets (with the exception of Wal-Mart), according to Information Resources Inc., and it's growing at a 19.9 percent clip.

Overall, the cough, cold, allergy and sinus tablet category is up 6.4 percent to $2.2 billion, heading into what is expected to be a robust cold season.

In direct comparison to Airborne, Bayer notes that Immunity Complex contains extra B vitamins, such as B6, B12 and folic acid, which help to convert food to fuel to support energy.

Michael Johnsen

Senior Editor

COPYRIGHT 2007 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
COPYRIGHT 2008 Gale, Cengage Learning