Pfizer announces takeover of vitamin supplements firm Alacer

Pfizer has agreed a deal to acquire Alacer, a US-based provider of vitamin supplement products, for an undisclosed fee.

Headquartered in California, Alacer is the creator and distributor of the vitamin C brand Emergen-C, the biggest-selling product of its kind in the US market.

Almost 500 million packets of Emergen-C are produced each year, covering a range of more than 15 flavours, with special formulations also available for children and people with specific health needs.

Pfizer believes the takeover of Alacer will complement its current dietary supplement portfolio and will allow it to bring Emergen-C to new markets.

Paul Sturman, president of Pfizer Consumer Healthcare, explained: "We expect that our global network and deep expertise in dietary supplements, combined with our desire to provide consumers with high-quality products, will make Emergen-C more accessible than it has ever been before."

This comes after Pfizer detailed its plans to form a new joint venture with Zhejiang Hisun Pharmaceutical in the field of generic therapies earlier this month.