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Bayer acquires supplement brand

This article was originally published in The Tan Sheet

Executive Summary

Bayer HealthCare's Consumer Care division has received regulatory approval to acquire Mission Pharmacal's Citracal calcium supplements, Morristown, N.J.-based Bayer Consumer Care reports Oct. 5. The transaction, which closed Oct. 4, increases the Consumer Care division's market presence in the U.S., Bayer noted. The firm will continue to build upon Citracal's "already strong nutritionals business," which includes leading brands such as One-A-Day, Bayer notes. Primarily sold in North America, the brand generated net sales of $47 mil. in San Antonio-based Mission's fiscal 2007. Bayer announced plans to acquire Citracal in August (1"The Tan Sheet" Sept. 3, 2007, p. 11)...

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New Products In Brief

Citracal adds phytosterols: Bayer Consumer Care formulates a line extension of its calcium/vitamin D supplement with natural plant sterols, which may help reduce risk of heart disease. Citracal Calcium Plus Heart Health aims to prevent both osteoporosis-related fractures and heart disease, the most common killer of women, Bayer said Nov. 5. A spokeswoman for the Morristown, N.J., company said the supplement shipped during the summer and is available at food, drug and mass merchandise retailers nationwide. An 80-count bottle sells for the suggested price of $13.99. Bayer acquired the Citracal brand from Mission Pharmacal in 2007 (1"The Tan Sheet" Oct. 8, 2007, In Brief)

Citracal Deal Will Move Bayer Into U.S. Calcium Market, Expand Portfolio

Bayer's Healthcare Consumer Care Division expects to expand its global OTC calcium market offerings through its planned acquisition of Mission Pharmacal's Citracal brand, according to company executives who also say the move will help the firm continue diversifying its nutritional product portfolio

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