Faster-acting aspirin is Bayer’s Rx for flat sales

Associated Press

TRENTON, N.J.

Bayer is looking for a speedy remedy for stagnant aspirin sales.

The company whose name is synonymous with the pain reliever is introducing a reformulated aspirin today that works in half the time of its regular aspirin.

Bayer says its aspirin is now better-known for preventing heart attacks and strokes than for its pain reliever roots. Bayer AG says it needed to revitalize the brand and target younger customers. Expanding the demographic of users is key to budging Bayer’s 14.6 percent market share.

Scientists at Bayer Consumer Care’s Morristown, N.J., headquarters worked for five years to address consumers’ No. 1 complaint: The aspirin doesn’t work fast enough.

Bayer Advanced Aspirin was tested in multiple sites on dental patients who’d just had wisdom teeth extracted.

Dr. Eric R. First, head of new product development for Bayer AG’s consumer care unit, said 500 milligrams of the new aspirin started working in 16 minutes and brought “meaningful pain relief” in 49, on average, compared with 100 minutes for the same dosage of regular Bayer.