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Centrum Carb Assist

This article was originally published in The Tan Sheet

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...

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Wyeth Consumer Healthcare joins with the National Healthy Mothers, Healthy Babies Coalition to voice concern over the low-carb diet trend's potential to increase prevalence of birth defects. With an estimated 26 mil. Americans on low-carb diets, "the public needs to know that they may not be getting enough folic acid," said Anita Boles, HMHB Executive Director and chair of the National Council on Folic Acid in a May 26 release. Boles encourages women of child-bearing age to "take a multivitamin and eat a variety of foods" to reach U.S. Public Health Service-recommended 400 mcg of folic acid per day. Wyeth says it "strongly supports HMHB's efforts." The company recently launched Centrum Carb Assist, a multivitamin targeted to low-carb dieters (1"The Tan Sheet" May 24, 2004, In Brief)...

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Bayer HealthCare's Consumer Care Division launches extension of the multivitamin line for consumers on low-carb diets April 14. One-A-Day CarbSmart contains higher than Daily Value levels of certain nutrients that dieting adults may not be getting enough of, including certain B vitamins such as biotin, B6 and B12, Bayer says. The multivitamin also contains vitamins C, D, E, beta-carotene and folic acid, as well as zinc, selenium, calcium, magnesium, and potassium. CarbSmart joins other One-A-Day offerings including WeightSmart, Men's Health Formula and One-A-DayWomen's...

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