Pumping some iron

Meda Consu­mer Healthcare has put together an entire line of iron supplements in an effort to create a resurgence in the category. While sales of iron supplements have been relatively flat of late — it’s the second-largest mineral supplement as measured by sales — the consumer need for iron is on the rise.

Young women with heavy menstruation, expectant women and the aging population are all traditional iron markets. But yet-to-be targeted is a rapidly growing segment — active baby boomers and other recreational athletes. Meda is setting the stage for a good/better/best proposition through a family of iron supplements, including Bifera, Geritol Tonic and Feosol.

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