Bayer Launches New 'Calcium Concept' Products with Innovative Formulations to Set New Standards in Bone Health

-- Bayer's "Calcium" New Product Makes a Grand Debut at the CIIE

ShanghaiNovember 6, 2022PR Newswire -- On November 6, Bayer held an event themed "New Concept of Bone Health" for Redoxon at the fifth China International Import Expo.^®At the new product launch event, calcium supplements containing multiple core nutrients were officially introduced: Adult Triangle Calcium and Children's Sandwich Calcium, offering Chinese consumers a new concept and choice for healthy bones. This is another "CIIE baby" after Bayer HealthCare LLC and Sirio Pharma Co., Ltd. (hereinafter referred to as "Sirio Pharma") signed a strategic cooperation agreement at the third China International Import Expo (CIIE).

At the conference, Bayer HealthCare Consumer Products announced that it would engage in comprehensive cooperation with Sirio Pharma's Shanghai R&D Center. This collaboration aims to continuously develop high-quality health and nutrition products tailored to the physical constitution and dietary structure of Chinese consumers. Professor Sun Jianqin, leader of the nutrition discipline at Huadong Hospital affiliated with Fudan University and director of the Shanghai Geriatric Nutrition and Health Quality Control Center, Gu Xiaojuan, head of the nutrition category at Bayer HealthCare Consumer Products China, Li Xiaomeng, head of external cooperation and innovation for Bayer HealthCare Consumer Products in the Asia-Pacific region, Lin Peiqing, chairman and CEO of Sirio Pharma, and Yang Hao, head of the northern region of Sirio Pharma's Health Science Division, attended this event as experts and guests.

Calcium Absorption is Key, Also Need to Balance the "Triangle" of Bone Health

Bone and joint issues are becoming the fastest-growing health concern in contemporary society. By 2050, it is estimated that China will have 120 million people with osteoporosis.^[1]。

The main reason is that insufficient calcium intake is one of the primary factors affecting the bone health of the Chinese population. According to the recommendations in the "Chinese Dietary Reference Intakes (2013 Edition)," adults are advised to consume more than 800 milligrams of calcium daily, with higher amounts recommended for special groups such as children and the elderly. However, in reality, 97.2% of Chinese residents are at risk of insufficient calcium intake.^[2]95% of Chinese children do not reach the adequate daily calcium intake.^[3]"The 'Healthy China 2030' Planning Outline" has clearly stated，Launch the "Healthy Bones" Special Action，Improve the health literacy of the entire population.

"When diet cannot meet daily calcium intake requirements, nutritional supplements can be taken in moderation to ensure an adequate calcium intake. With the upgrading of health awareness, the public is no longer unfamiliar with calcium supplementation, and absorption is the key to successful calcium intake," Professor Sun Jianqin introduced at the conference. "Calcium must first be dissolved into calcium ions in the stomach to ensure subsequent absorption in the intestines. Organic calcium such as calcium citrate generally has better water solubility, and its dissolution does not depend on gastric acid, showing a high absorption rate whether taken with meals or on an empty stomach, allowing for flexible timing of intake. In addition, calcium citrate is less likely to cause stomach discomfort, pain, or constipation, making it more suitable for individuals with weaker gastrointestinal function, such as children, the elderly, and those lacking gastric acid, like people using drugs that inhibit gastric acid secretion."

But this does not mean that bone health can be summed up in just one word—"calcium." Professor Sun Jianqin further pointed out, "Bones are not static; they dynamically change every day. Therefore, bone health management should span the entire life cycle. Properly maintaining bone health requires paying attention to the synergistic effects of multiple nutrients on bones, while balancing the 'triangle' of bone health: bone hardness, flexibility, and the homeostasis of the bone metabolic microenvironment."

New Formula for Multi-dimensional Support, Uniting to Protect the Full Life Cycle

Focus on the synergistic effect of multiple nutrients on bones, which is the core "calcium" of the two new Powerfun products.Recite. AdultThe formulations of Tri-Cal and Kids' Sandwich Calcium are not "simple". In addition to calcium citrate, they contain not only vitamin D, but also other nutritional elements such as vitamin C and selenium.

"Based on scientific research in bone health, we have combined our precise insights and experience in specific fields with our local partner, Sirio Pharma Co., Ltd., to develop a new formula for the product. Vitamin D ensures sufficient calcium absorption and strengthens bone hardness. Vitamin C promotes collagen synthesis in bones, enhancing bone flexibility. Selenium has antioxidant properties, helping to maintain the redox balance in the bone microenvironment and supporting bone health," introduced Gu Xiaojuan, Head of Nutrition Category, Bayer HealthCare Consumer Products China.Dao。

In addition to the new formula, the new product also shows "new" features in taste, dosage form, volume, dosage, and packaging. For example, the taste adopts a refreshing yogurt flavor, which can be easily accepted by both adults and children; the tablet is designed as a small-dose single piece, making it easier to absorb and take.

Force Extend^®It is a household brand, and its Vitamin C effervescent tablets have helped numerous groups boost immunity at critical moments, gaining widespread recognition from experts and consumers. Gu Xiaojuan stated that, based on such a strong brand foundation, Bayer will upgrade Powerlift.^®, focusing on building it into a comprehensive nutrition and health brand to strengthen the health defenses for more people in China. The launch of the new calcium concept product is one of the substantive actions to advance this brand strategy.

In order to continuously enrich Bayer's nutrition product line and provide local consumers with more innovative and high-quality health products and solutions, Bayer HealthCare Consumer Products signed a strategic cooperation memorandum with Sirio Pharma Co., Ltd., a local innovative company in the nutrition sector, at the 2020 China International Import Expo. By combining their strengths in nutrition management and product development, they are committed to developing more nutritional supplements that align with the dietary structure of Chinese people, empowering daily health through scientific nutrition.

The global premiere of Little Elevit showcased at this year's CIIE^®Product series, and the newly launched Redoxon^®"The new 'Calcium' products are the 'CIIE babies' born from this strategic cooperation." "In the future, Bayer will continue to collaborate with Sirio Pharma Co., Ltd. Shanghai R&D Center, integrating global resources with local innovation to continuously expand Bayer's nutrition product line, constantly providing consumers with high-quality products and services, empowering health every day," said Gu Xiaojuan.

Sirio Pharma Co., Ltd. Chairman and CEO Lin Peiqing stated, "Bayer's commitment to the 'scientific basis' and 'effectiveness' of nutritional health products, as well as its dedication to 'full lifecycle health management,' aligns perfectly with Sirio's adherence to 'evidence-based nutrition.' The successful collaboration with Bayer has further strengthened our resolve to fulfill our mission of 'leading nutritional technology and adding value to health.' With the official launch of Sirio’s Shanghai R&D Center this September, we will engage in multi-level, comprehensive innovation cooperation with Bayer in cutting-edge material research, formulation synergy research, and product efficacy studies, continuously delivering high-quality nutritional health products to consumers."

^[1] ZengQ, LiN, WangQ, et al. The prevalence of osteoporosis in China, a nationwide, multicenter DXA survey[J]. J Bone Miner Res, 2019，34(10):1789-1797
^[2] Chinese Society of Osteoporosis and Bone Mineral Research. Publication of the Epidemiological Survey of Osteoporosis in China and the Results of the "Healthy Bones" Special Action [J]. Chinese Journal of Osteoporosis and Bone Mineral Research, 2019, 12(4): 317-318.
^[3] Chinese Preventive Medicine Association, Child Health Care Branch. Expert Consensus on Calcium Nutrition for Chinese Children (2019 Edition) [J]. China Maternal and Child Health Research, 2019, 30(3): 262-269.