Caltrate Soft Chews hit retail

MADISON, N.J. — On the same day that the Institute of Medicine increased the daily recommended intake of vitamin D to maintain bone health, Pfizer Consumer Healthcare Tuesday announced the launch of Caltrate Soft Chews, which incorporate the higher daily recommended vitamin D goals.

Specifically, the new guidelines issued by IOM suggested that the daily vitamin D intake recommendation for adults up to 70 years of age increase from 200-400 IUs to 600 IUs, and that the vitamin D intake recommendation for adults 71 years and older increase from 600 IUs to up to 800 IUs.

“Getting recommended amounts of calcium and vitamin D each day from food alone can be a struggle,” noted Tiffany McLaud, dietary supplements franchise lead at Pfizer Consumer. “In fact, 1-in-4 women is at risk for osteoporosis,” she said. “We are excited to offer soft chews as part of the Caltrate family. It’s a delicious, new and a convenient way to help get the daily calcium and vitamin D needed to keep moving.”

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