Bayer expands One A Day children’s multivitamins line with iron gummy supplement

Multivitamin and supplement brand One A Day has launched a gummy multivitamin, One A Day Kids Multi with Iron, containing 12 mg of iron per serving. The brand claims its product contains the highest level of iron among leading children’s gummy brands and addresses common picky eating behaviors highlighted in a new consumer survey. 

One A Day Kids Multi with Iron provides two-thirds of the recommended daily value of iron and is one of three offerings in the new kids’ line.

The gummies contain nine key vitamins and minerals, offering nutritional support in delicious natural fruit flavors: orange, raspberry, and cherry.

“As a brand dedicated to providing consumers with nutritional support at important life stages, we know how important it is for parents to have a trusted multivitamin that kids actually want to take because they like the taste and texture,” says Lisa Perez, general manager, Nutritionals at Bayer.

Survey on picky eating behaviors

A new survey sponsored by One A Day finds that children may be falling short of important nutrients like iron, considering that picky eating behavior is common.

The survey reveals that mealtime can often feel like a standoff for parents and kids, with approximately two-thirds (66%) of caretakers sharing that their child refuses meals at least once a week, and more than half (54%) saying their child mostly eats snacks while refusing full meals.

The survey also found that over half (51%) of parents worry their child’s eating habits will affect growth and development, with 46% saying that managing their child’s eating habits is a top parenting concern, even prioritized above screentime.

To shed light on the ways that parents can help kids get enough daily nutrients, One A Day Kids partnered with Dr. Jessica Andrade, board-certified pediatrician. “Through my experience working with children and their families, I know how important good, balanced nutrition is for supporting kids’ healthy development,” she shares.

“Iron is one of the most common nutritional deficiencies in children, and it is crucial to their development. Adding these vitamin gummies to children’s daily routines is a simple and tasty way to help meet daily iron needs, especially when they may lack iron in their diets.”

One A Day gummy range

Within its children’s line, One A Day also offers its Kids Multi With Probiotic Gummies, formulated with essential nutrients and a probiotic clinically tested in kids. It includes one billion CFUs of Bacillus subtilis DE111 probiotic per serving (two gummies) to support gut health.

One A Day Kids Gummies are free of artificial sweeteners, high fructose corn syrup, egg, fish/crustacean shellfish, and dairy (milk).

Last year, Bayer launched its One A Day Age Factor Cell Defense in the multivitamin supplement range, marketed toward cellular aging defense.

Diving further into the children’s supplements market insights, Nutrition Insight previously hosted an exclusive Novonesis webinar, “Probiotics for growing needs: Advance children’s health through science and innovation.” Anne Karina Riise, Novonesis’ global commercial industry manager, and Dr. Stine Ninel Hansen, its global scientific advisor, discussed the company’s latest applications and delivery formats.