Centrum Adults 50+ Reformulated With Cognitive Health Claims

Centrum, marketed in Canada by Haleon, has relaunched its Adults 50+ Complete Multivitamin with a reformulated blend and cognitive health claims backed by randomized clinical trial data from Harvard Medical School and its affiliated hospitals. For pharmacists, formulary reviewers, and health product regulators, the move signals a broader industry shift toward positioning over-the-counter nutritional supplements with clinical evidence frameworks more commonly associated with regulated drug categories.

The reformulated tablet targets adults aged 50 and over and includes Vitamin C and Zinc for immune support, B vitamins for energy metabolism, Magnesium for muscle function, and Vitamin D and Calcium for bone strength. The cognitive health positioning rests on several randomized clinical trials using a comparable Centrum formulation, with Haleon noting the study product is comparable to the newly launched version. The brand holds the number one doctor and pharmacist recommended multivitamin position in Canada.

The clinical substantiation strategy is worth noting for regulatory affairs teams. Haleon is not claiming the new formulation was itself studied, but rather that the product used in the trials is comparable to the current formula. This approach, common in the natural health product and VMS category, places the evidentiary burden on comparability rather than direct product testing, a distinction that health product reviewers and labelling compliance teams will want to assess against applicable Canadian regulations.

Centrum Adults 50+ Complete Multivitamin is now available at major retailers across Canada. Haleon Canada's broader portfolio includes Advil, Sensodyne, Voltaren, and Emergen-C, among others. Zeeshan Shams, Head of Marketing for Haleon Canada, stated that many adults are not meeting nutritional needs through diet alone and that the reformulated product offers a science-backed option to address those gaps.