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One A Day: Vita Craves



Working on a project for Flintstones, our Bayer new-products team noticed something interesting: the gummy version was selling out 4 times faster than other chewables. The only explanation? Parents dipping into the kids’ vitamin jar. Working from that insight, we developed the first adult gummy multivitamin. Vita-Craves now represents over 1/3 of One-A-Day’s total business.