Bayer Expands Antacid Line: Bayer Corp., faced...

Bayer Expands Antacid Line: Bayer Corp., faced with an influx of potent new over-the-counter heartburn remedies, is trying to keep the “fizz” in Alka-Seltzer by expanding the product line. Bayer this summer introduced Alka-Seltzer Caplets, a combination antacid and non-aspirin pain reliever in solid form, committing $16 million to advertising in the first year. Last year, the company rolled out a chewable antacid version of the product. The transformation of Alka-Seltzer coincides with the successful introduction by giant pharmaceutical companies of a new generation of over-the-counter heartburn treatments, including Pepcid AC, made by a joint venture of Merck & Co. and Johnson & Johnson.