Centrum Carb Assist

Executive Summary

Wyeth Consumer Care's new line extension aimed at low-carb dieters takes a shot at competing brand One-A-Day by Bayer. In an ad that broke May 19, an announcer says "the science behind Centrum makes new Centrum Carb Assist more complete. It contains eight more nutrients than the One-A-Day Low Carb Multi." Bayer's One-A-Day CarbSmart launched in April (1"The Tan Sheet" April 19, 2004, In Brief). The ad states "the latest news for everyone cutting carbs isn't a new diet book. It's new Centrum Carb Assist." A second announcer says "the more complete multi-vitamin supplement with higher levels of a select group of nutrients that help your body efficiently utilize protein and fats." Highlighted minerals include vitamin B, riboflavin, niacin and vitamin B6. Carb Assist is sold in 90- and 60-count bottles...