Wyeth Healthcare is jumping on the kids' well-being bandwagon with a new range of vitamins specifically marketed for the under-10s.
The Kent-based pharmaceutical company, which also manufactures the Anadin pain-killer brand as well as prescription drugs, is launching Centrum Kidz. It claims the newcomer, which will rival offerings from Seven Seas and Bassett, is the first product of its kind to contain the full complement of essential vitamins and minerals for children aged between four and 10 years old.
Wyeth said it was launching the chewable format following extensive research into the taste preferences of children. It chose a raspberry and lemon flavour which proved a hit during taste tests, it said.
The company said there was still scope to grow the £277m vitamin market, particularly in the children's arena.
Product manager Abi Butler said: "Giving a child the right start in life is always at the forefront of any parent's mind.
"We have designed Centrum Kidz to not only appeal to children but also to parents wanting to keep their child healthy, fit and strong.
"We are already delighted with the positive feedback we have received and want it to be the first choice for consumers looking to supplement the daily diet of a child."