Bayer’s Schiff Nutrition Deal Expands Supplement Portfolio
This article was originally published in The Tan Sheet
Bayer Chairman Marijn Dekkers says Schiff’s products will complement its existing nutritionals business and provide marketing synergies with some OTCs. Schiff’s Move Free for joint health, MegaRed for heart health, Airborne for immunity and Digestive Advantage probiotics accounted for 70% of its fiscal 2012 sales.
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The $150 million price represents more than twice Airborne’s approximately $70 million in annual net revenues for supplements marketed to strengthen immune support. The acquisition from GF Capital follows Pfizer’s recent foray into the immune support space by buying the maker of Emergen-C products.
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The website nutritionpossible.com is Pfizer’s latest effort to improve its consumer segment, including the Centrum vitamins line. The site also offers a health assessment tool for recommending supplements and lifestyle changes to consumers.