Gerber Launching Baby Products Line

Gerber Products Co. said it is launching a line of powders, oils and other toiletries for infants and toddlers, a move that pits the king of baby food against baby-care products giant Johnson & Johnson. In all, Summit, N.J.-based Gerber has developed 14 new baby products, including shampoos, diaper rash ointment and vitamin drops. They include an apple-banana-flavored tooth and gum cleaner and a lavender-scented baby wash. Gerber, which began selling baby food in 1928, controls about 75% of that market. Its new products, which began rolling out in February, should be available in most markets and drugstores nationwide by the end of this month, when the company plans to kick off its advertising campaign. Gerber is a unit of Switzerland’s Novartis.