Challenge

To determine if a new format of vitamin and mineral tablet, that could be chewed or swallowed, offers a benefit to consumers and to benchmark it against leading swallowable and chewable vitamin competitors.

Solution

We recruited 79 elderly people based on supplement use, medical and other safety criteria.
Products were assessed by following strict chew or swallow protocols using a multiple visit central location test with medical supervision at all stages.
Product dispensing, dose control, adverse event and study monitoring were in accordance with GCP.

Outcome

The new product was easier to swallow and was preferred to the leading swallowable competitor. However, its chewier texture meant it did not offer any advantage to consumers who want to chew their multivitamin tablet.