Pfizer delivers new VMS gummy option for adults

MADISON, N.J. — Pfizer Consumer Healthcare in May joined the gummy vitamin lineup with the launch of Centrum MultiGummies, adding the leading multivitamin brand to the number of adult gummy vitamin options on the shelf. Pfizer’s Centrum Silver brand is the No. 1 multivitamin in the market across total U.S. multi-outlets, with $190.6 million in sales for the 52 weeks ended April 19, according to IRI data.

(Click here to read the full Category Review.)



It’s not a bad move. Bayer’s One A Day VitaCraves generated $91.7 million in sales in that same period, representing a lift of 20% for the brand.



“We continue to evolve the Centrum product line to reflect consumers’ varying needs and preferences. In our research, consumers said they wanted a more enjoyable way to get essential vitamins and minerals daily, which is why we are pleased to offer the addition of Centrum MultiGummies,” said Chris Lynch, senior product manager for Centrum. “Now consumers can get the nutrients they need, from the brand they know and trust, in a great-tasting gummy form.”



“According to nutritional health data, 9-in-10 Americans are not getting enough of key essential nutrients, such as vitamins D and E,” said Elizabeth Ward, registered dietitian and nutrition health expert. “A new multivitamin formula that is easy to take allows consumers to get key vitamins and minerals that are so important to supporting nutritional health.”