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Bayer Ready To Duke It Out With P&G On Rx-To-OTC Switches

This article was originally published in The Tan Sheet

Executive Summary

Bayer looks to challenge Procter & Gamble's goal of becoming the leading Rx-to-OTC switch company

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One-A-Day for cholesterol

Bayer One-A-Day Cholesterol Plus is a "complete multivitamin that helps maintain healthy cholesterol levels and blood pressure levels already within the normal range," the firm maintains. The new SKU offers 10 mg policosanol to maintain cholesterol levels, as well as folic acid and calcium to help maintain healthy blood pressure. Cholesterol Plus is reaching retail outlets now and is available in 50-count ($8.49) and 100-count bottles ($14.99). National TV ads, promotional events and FSI drops are planned throughout 2005. The line extension is the first since One-A-Day Carb Smart launched in March 2004 (1"The Tan Sheet" March 22, 2004, p. 6)...

One-A-Day for cholesterol

Bayer One-A-Day Cholesterol Plus is a "complete multivitamin that helps maintain healthy cholesterol levels and blood pressure levels already within the normal range," the firm maintains. The new SKU offers 10 mg policosanol to maintain cholesterol levels, as well as folic acid and calcium to help maintain healthy blood pressure. Cholesterol Plus is reaching retail outlets now and is available in 50-count ($8.49) and 100-count bottles ($14.99). National TV ads, promotional events and FSI drops are planned throughout 2005. The line extension is the first since One-A-Day Carb Smart launched in March 2004 (1"The Tan Sheet" March 22, 2004, p. 6)...

One-A-Day for cholesterol

Bayer One-A-Day Cholesterol Plus is a "complete multivitamin that helps maintain healthy cholesterol levels and blood pressure levels already within the normal range," the firm maintains. The new SKU offers 10 mg policosanol to maintain cholesterol levels, as well as folic acid and calcium to help maintain healthy blood pressure. Cholesterol Plus is reaching retail outlets now and is available in 50-count ($8.49) and 100-count bottles ($14.99). National TV ads, promotional events and FSI drops are planned throughout 2005. The line extension is the first since One-A-Day Carb Smart launched in March 2004 (1"The Tan Sheet" March 22, 2004, p. 6)...

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