Centrum Performance Energy Nutrition Bars: Wyeth’s Functional Food Debut
This article was originally published in The Tan Sheet
Executive Summary
Wyeth Consumer Healthcare is looking to build on the success of its Centrum franchise with the launch of Centrum Performance energy nutrition bars, the firm's first functional food
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Wyeth Consumer Healthcare is looking to build on the success of its Centrum franchise with the launch of Centrum Performance energy nutrition bars, the firm's first functional food. Reaching food, drug and mass outlets now, the energy bars will be shelved with Centrum multivitamins and will be marketed to the same audience targeted by Centrum Performance supplements, which Wyeth characterized as young, active consumers. Packaging for the bars reflects the brand's heritage by featuring the familiar Centrum rainbow, as well as the bright yellow sunburst depicted on the Centrum Performance bottle. Labeling for Centrum Performance energy nutrition bars claims they provide "energy for your mind and body" and "are packed with essential nutrients you need to replenish your body and maintain stamina and energy." Each bar contains numerous vitamins and minerals, including vitamins A, C, E and K, biotin, chromium, folate and molybdenum. The bars also provide 8 g to 9 g protein, 135 mg potassium and 34 g total carbohydrates, while containing only 220 calories, 5 g fat and between 140 mg to 185 mg sodium. However, unlike Centrum Performance supplements, the energy bars do not contain herbs such as ginkgo biloba and ginseng. Wyeth expanded the Centrum brand to include the botanicals in January 2000 (1 (Also see "Centrum Line Extended With Vitamin/Mineral/Herbal Combos" - Pink Sheet, 7 Feb, 2000.), p. 4). The new energy bars will be available in two flavors: chocolate nougat and chocolate peanut butter. A 1.98 oz. bar will carry a suggested retail price of $1.39, Wyeth said. The energy bars will be featured in a dedicated ad campaign separate from its campaign for Centrum multivitamins, Wyeth noted. The ads will target an active audience, the firm said. Wyeth also recently added a chewable multivitamin to the Centrum line. The product is designed for consumers who want to take a multivitamin but find it hard to swallow large pills (2 'The Tan Sheet' April 15, 2002, In Brief). |