C&D expands its First Response brand into multivitamins


EWING, N.J. — Church & Dwight is leveraging its First Response brand into the dietary supplement set with the launch of First Response multivitamin gummies which target reproductive health and prenatal/post-natal need states. 


“First Response has been a trusted resource for women for more than 25 years, delivering her the innovative tools she needs to be prepared and knowledgeable throughout her reproductive health journey – a journey that extends well before pregnancy through post-pregnancy,” said Stacey Feldman, VP marketing, Church & Dwight. “As the category leader, First Response remains committed to reducing the anxiety faced throughout the family planning process by giving women a full breadth of products needed to make informed, healthy decisions. Expanding our portfolio to include women’s health vitamins allows us to meet yet another crucial need, extending our support throughout a woman’s reproductive years. ”


First Response multivitamin gummies were developed to provide women with the recommended amount of folic acid in an easy-to-consume gummy form. 


The two new vitamin SKUs, First Response Reproductive Health Multivitamin Gummies and PreNatal & PostNatal Multivitamin Gummies, will be available in drug, grocery and mass retailers across the country starting in April for $14.99. The First Response Reproductive Health Multivitamin Gummy is a multivitamin with essential nutrients needed for overall health and to help prepare for pregnancy (including 400 mcg of folic acid and 50mg of Omega-3 DHA).

One serving is an excellent source of iodine to support pre-pregnancy health. And the First Response PreNatal & PostNatal Multivitamin Gummy is a multivitamin that contains essential nutrients important to pregnant and nursing women (including 800 mcg of folic acid and B vitamins for energy metabolism support) and one serving is a good source of calcium for nursing mothers.


The supplements were developed in conjunction with C&D's Vitafusion, one of the leading gummy vitamin brands. 


“All women trying to get pregnant or who don’t use effective contraception 100% of the time during sex, should take a daily multivitamin with 400 mcg of folic acid,” said Mary Jane Minkin, clinical professor of obstetrics, gynecology and reproductive sciences at the Yale School of Medicine. “Folic acid has been found to be instrumental in helping to prevent neural tube defects, which often develop before a woman knows she is pregnant. The nutrients and vitamins in the First Response women’s health gummy vitamins are important for preparing a woman's body for a healthy pregnancy, even before they consider trying to conceive.”  


The full portfolio of First Response products includes at-home pregnancy test kits (including the Gold Digital Pregnancy Test), ovulation kits (including the Daily Digital Ovulation Test) and Pre-Seed, a sperm-friendly fertility lubricant. 


In addition, the First Response Tracker smartphone app offers personalized period and ovulation trackers, as well as a due date calculator.


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