Introducing Bayer Nutritional Science(TM) - New Nutritional Supplement Line from Bayer HealthCare

MORRISTOWN, N.J., April 3 /PRNewswire/ -- Bayer HealthCare announces the introduction of Bayer Nutritional Science(TM), a new line of nutritional supplements that unites science and nutrition to help active Baby Boomers maximize their vitality. The Bayer Nutritional Science(TM) line consists of five unique formulations to support heart, mind, joint and eye health as well as a daily multivitamin, which supports body and cell health -- all areas of particular concern for Baby Boomers.

With the youngest Boomers turning 43, and the oldest turning 61 this year, the fact that health is a primary focus is no surprise. What may be surprising, however, is a recent survey that revealed while Boomers are known as the "forever young" generation, there's a distinct portion of this group with a higher set of expectations who report that they are actually taking proactive measures to maintain their health and vitality. These measures include eating a healthy diet and taking nutritional supplements to address particular health concerns. This specific sub-set, according to the survey, has been dubbed "Generation V" largely because they define themselves by their ability to remain vital and active in order to continue to pursue all the things they enjoy throughout their lives.

"As a recognized leader in consumer wellness for more than 100 years, Bayer is focused on advancing the wellness of Boomers through science and innovation. Bayer Nutritional Science(TM) was created to meet the demands of the growing segment of Americans who are focused on keeping their bodies and minds vital and active -- a group the media have recently identified as Generation V," said Girard Smith, vice president, Consumer Wellness and Division Market Research at Bayer Consumer Care. "We also know that selecting the right supplements to address specific health concerns can be confusing. We've designed the Bayer Nutritional Science(TM) line to make the benefits of each product clear, which simplifies the decision-making process for consumers because they can easily select the product or products that are right for them."

Research has shown that more than 100 million adults have searched the Internet for information on health topics such as diet, nutrition, vitamins, and nutritional supplements. For this reason, Bayer Consumer Care has created The Vitality Institute, a comprehensive online resource center, which features content from

"We recognize that people may be confused by the abundance of information about nutritional supplements. We're pleased to contribute our expertise in providing credible health information to The Vitality Institute," said Dr. Brooks Edwards, medical director of Mayo Clinic Health Solutions, the parent organization of "By providing accurate and useful health information and tools, we hope to help individuals make well-informed decisions about how to address their important health and wellness goals."

All of the unique Bayer Nutritional Science(TM) formulations contain scientifically proven levels of key ingredients and can be taken together on a daily basis. Bayer Nutritional Science(TM) features the following formulations:

-- Daily Multivitamin: Vital Body & Cells Formula(TM)
-- Comprehensive vitamins and minerals that provides 100% of key
nutrients the body needs everyday
-- The only multivitamin with the antioxidants that include pomegranate
and alpha-lipoic acid (ALA) to help promote cell health, including
during the cell regeneration process

-- Eye Health & Vitality(TM)
-- Lutein, zeaxanthin and powerful antioxidants support healthy cells
and tissues in the eye

-- Vital & Sharp Mind(TM)
-- Omega -3 (DHA) and ginkgo biloba help support healthy brain function,
memory, concentration, and mental sharpness

-- Heart Vitality(TM)
-- Keep the heart strong and healthy with:
-- Phytosterols to significantly lower "bad cholesterol" (or LDL) as
well as total cholesterol levels
-- Folic acid to help maintain healthy blood pressure
-- CoQ10 a heart health antioxidant

-- Joint & Bone Vitality(TM)
-- Glucosamine and chondroitin together with calcium and vitamin D help
keep joints flexible and bones strong

Bayer Nutritional Science(TM) is available at food, drug and mass retail outlets nationwide. For more information, visit

About Bayer Consumer Care

The Consumer Care Division of Bayer HealthCare LLC, is headquartered in Morristown, N.J. Bayer's Consumer Care Division is among the largest marketers of over-the-counter medications and nutritional supplements in the world. Some of the most trusted and recognizable brands in the world today come from the Bayer portfolio of products. These include Bayer® Aspirin, Aleve®, Alka- Seltzer Plus®, Bactine®, RID®, Phillips'® Milk of Magnesia, Midol®, Alka-Seltzer®, One-A-Day® multivitamins and Flintstones(TM) vitamins.

Bayer HealthCare, a subsidiary of Bayer AG, is one of the world's leading, innovative companies in the health care and medical products industry based in Leverkusen, Germany. In 2005, the Bayer HealthCare subgroup generated sales amounting to some 9.4 billion Euro. Bayer HealthCare employed 33,800 people worldwide in 2005. The company combines the global activities of the division's Animal Health, Consumer Care, Diabetes Care and Pharmaceuticals. Since January 1, 2006 the new Pharmaceutical Division consists of the former Biological Products and Pharmaceutical Division and now comprises three business units: Hematology/Cardiology, Oncology and Primary Care. Bayer HealthCare's aim is to discover and manufacture products that will improve human and animal health worldwide. The products enhance well-being and quality of life by diagnosing, preventing and treating diseases.

(1) Pew Internet and American Life Project; Online Health Search 2006;

October 29, 2006.

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