Brand Overview
#Centrum is an American multivitamin brand launched in 1978 by Lederle Laboratories (a division of American Cyanamid). Developed by Dr. Leon Ellenbogen over two decades of research, it pioneered the “Complete from A to Zinc” multivitamin concept. Now owned by Haleon plc (spun off from GSK in 2022), Centrum is the #1 doctor-recommended and #1 pharmacist-recommended multivitamin brand in the United States with over 45 years of scientific heritage.
History
#Corporate Ownership Timeline
#| Period | Owner | Notes |
|---|
| 1978-1994 | American Cyanamid / Lederle Laboratories | Original developer |
| 1994-2009 | Wyeth (American Home Products) | Acquired for $9.5B |
| 2009-2019 | Pfizer | Via Wyeth acquisition |
| 2019-2022 | GSK Consumer Healthcare | GSK-Pfizer JV |
| 2022-Present | Haleon plc | Independent spin-off |
Key Milestones
#- 1950s: Dr. Leon Ellenbogen begins vitamin research at Lederle Labs
- 1970s: Technology developed for large capsule-shaped film-coated tablets
- 1978: First Centrum multivitamin launched (“Complete from A to Zinc”)
- 1994: American Home Products acquires American Cyanamid (Centrum + Caltrate)
- 2002: Wyeth (formerly AHP) adopts Wyeth name
- 2009: Pfizer acquires Wyeth for $68 billion
- 2019: GSK and Pfizer merge consumer health businesses
- 2022-07-18: Haleon listed on LSE/NYSE as independent company
- 2025-03: Pfizer sells entire Haleon stake (~£2.5B exit)
Corporate Structure
#Current (2022-Present)
#- Parent Company: Haleon plc
- Headquarters: Weybridge, England (Haleon HQ)
- Stock: LSE: HLN, NYSE: HLN (FTSE 100)
- CEO: Brian McNamara
- Employees: 22,000+ (Haleon total)
- Revenue: $14.2B (Haleon 2024)
Haleon Brand Portfolio (Power Brands)
#| Category | Brands |
|---|
| Oral Health | Sensodyne, Parodontax, Polident |
| Pain Relief | Advil, Panadol, Voltaren |
| Respiratory | Theraflu, Robitussin |
| VMS | Centrum, Caltrate, Emergen-C |
| Digestive | Tums, ENO |
Founder / Developer
#Dr. Leon Ellenbogen
#- Scientist at Lederle Laboratories (American Cyanamid)
- Began vitamin research in 1950s studying therapeutic vitamin levels
- Developed the formulation that became Centrum
- Pioneered inclusion of beta-carotene, lutein, and lycopene in multivitamins
Product Portfolio
#Core Product Lines
#| Line | Description | Target |
|---|
| Centrum Adults | Complete daily multivitamin | Adults under 50 |
| Centrum Women | Women’s formula | Women under 50 |
| Centrum Men | Men’s formula | Men under 50 |
| Centrum Silver | Enhanced formula for 50+ | Adults 50+ |
| Centrum Silver Women 50+ | Women’s senior formula | Women 50+ |
| Centrum Silver Men 50+ | Men’s senior formula | Men 50+ |
| Centrum Kids | Children’s multivitamin | Children |
| Centrum Minis | Smaller tablet format | All adults |
| Centrum MultiGummies | Gummy format | All demographics |
Specialty Products
#- Centrum Multi + Omega-3
- Centrum Multi + Beauty
- Centrum Multi + Mental Focus
- Centrum Maternal Health (PreNatal, PostNatal)
- Centrum Liquid Multivitamin
Quality & Claims
#- #1 Doctor Recommended multivitamin brand
- #1 Pharmacist Recommended multivitamin brand
- 40+ years of scientific research
- Non-GMO ingredients
- Complete from A to Zinc
Manufacturing
#- Primary: United States
- Secondary: Canada, Puerto Rico
Retail Presence
#| Channel | Status | Notes |
|---|
| Walmart | ✅ Active | Major retail partner |
| Target | ✅ Active | Major retail partner |
| CVS | ✅ Active | Pharmacy chain |
| Walgreens | ✅ Active | Pharmacy chain |
| Amazon | ✅ Active | E-commerce |
| iHerb | ✅ Active | International |
| Grocery Chains | ✅ Active | Nationwide |
Market Position
#- Global Reach: 170+ markets (Haleon)
- Category Leadership: #1 US multivitamin brand
- Target Demographics: All ages, gender-specific formulas
- Price Point: Mass-market premium
Investigation Notes
#- DSLD Presence: 210 products in database
- Keepa Products: 128 tracked
- iHerb Products: 11 available
- UPC Prefix: 300054 (primary), 305734 (secondary)
- Business Model: Mass retail + pharmacy + e-commerce
- Ownership: Public (Haleon plc, LSE/NYSE: HLN)
Status Determination
#| Criterion | Finding |
|---|
| Official Website | ✅ Active (centrum.com) |
| Retail Availability | ✅ Nationwide mass retail |
| DSLD Presence | ✅ 210 products |
| Parent Company | ✅ Haleon plc (FTSE 100) |
| Market Leadership | ✅ #1 doctor/pharmacist recommended |
Status: active (High Confidence)