9/15/2013
Vitamin sales generate more than $7 billion each year, according to Church & Dwight, and kids overwhelmingly prefer their nutrients in soft capsules: 64% of kid vitamins are gummies, compared to 5% of adult vitamins.
Now, Church & Dwight is expanding kids’ love of gummies to other categories, according to Church & Dwight’s James Craigie. “What we realize today is why can’t we take the gummy form and go to other OTC categories that are out there” asks Craigie. “Aspirin, cough and cold, allergies, all these kinds of things, especially for kids. Kids hate to take those medicines in a hard pill or a yucky liquid form. Why can’t we do a gummy thing there?”
As a result, Church & Dwight is “masking the bad flavors in these products” while keeping the active ingredients. It expects to start introducing these products in three to five years.
SOURCE: Church & Dwight, Heather Hurst, Manager Sales Strategy, 469 N. Harrison St., Princeton, NJ 08543; 609-683-5900; heather.hurst@churchdwight.com; www.churchdwight.com. James Craigie; james.craigie@churchdwight.com.
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