Tatham Backs Bayer Herbals

A new line of herbal supplements set for a mid-August launch under Bayer’s One-A-Day brand will be backed by a national print and TV campaign from Euro RSCG Tatham here.
Bayer’s Consumer Care Division in Morristown, N.J., is putting $25 million behind One-A-Day Specialized Supplements, which will be sold in eight different formulas, each targeting a different health concern, according to Jim Kindel, category director of nutritionals at Bayer.
Bayer is betting the well-known One-A-Day name will attract consumers who are intrigued by herbals but skeptical of their efficacy, Kindel said.