Please login to the form below

Not currently logged in
Email:
Password:

Bayer HealthCare purchases Citracal product line

Bayer HealthCare buys worldwide marketing rights for the OTC infant mineral supplement brand, Citracal from Mission Pharmacal for an undisclosed sum

Germany-headquartered Bayer's consumer healthcare arm, Bayer HealthCare, has bought the worldwide marketing rights for the over-the-counter (OTC) infant mineral supplement brand, Citracal (calcium citrate), from Mission Pharmacal for an undisclosed sum.

US-based Mission will continue to manufacture Citracal for BayerHealthcare, which will extend the brand to other world markets, including the Asia Pacific region. Citracal racked up USD 47m in sales for FY07.

The transaction will close during Q4 2007.

Bayer HealthCare's nutritional business includes brands, such as One-A-Day, Supradyn, Berocca and Redoxon.

Arthur Higgins, chairman of Bayer HealthCare, said: "Our consumer health businesses are a key component of Bayer HealthCare and we will continue to invest in this area in order to maintain a diversified portfolio. The acquisition further affirms our strategy and commitment to grow our consumer health segments and will help to solidify our number two position in the global OTC market."

Gary Balkema, president of Bayer HealthCare's consumer care division, added: "The Citracal brand offers very attractive growth potential both in the critically important US market and for our nutritionals portfolio, which is a key growth driver for us now and in the future."

3rd September 2007

Share

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
An agency called Owen

We’re a Healthcare Communications Agency specialising in Multi-channel Marketing to make you Digitally Fitter, Stronger & Faster....

Latest intelligence

Marketing to healthcare professionals – what’s the key ingredient missing from most campaigns?
What do you think is the difference between a campaign developed to win a share-of-mind with consumers and a campaign designed to gain the attention of healthcare professionals?...
What everyone forgets about good organisational change in pharma
Natasha Cowan speaks to Daphne Chung, Head of Organisational Transformation, to learn how she ensures smooth organisational change that takes all stakeholders into account....
Live from Singapore: Oncology in APAC - Evaluating the opportunity for novel therapies
Live webinar: Tuesday 11th December 2018,16:00 SGT / 17:00 JST...

Infographics