Age Gives Boomers Agony of the Feet

Dr. Scholl’s, which virtually created the market for foot care products, is taking aim at the Baby Boom generation trudging its way into the aches and pains of middle age.

But just as with everything else, the barefoot generation of the ‘60s is walking a new path toward easing its tired tootsies.

A new line of insoles and cushions made with a trademark synthetic material known as Poron, said to be extremely thin and shock-absorbent, is being introduced by Madison, N.J.-based Schering-Plough, which bought the 88-year-old Dr. Scholl’s brand name in 1979.

Retail prices for the products, to be widely available beginning in July, will range from about $4 to $9.