--- title: With a Fast-Acting Formulation, Bayer Tries to Attract a Younger User description: The name Bayer has become highly recognizable, if you're in the market for aspirin — and you're about 60. That's because the company has been... canonical: https://time.com/archive/7141503/this-isnt-your-mothers-bayer-aspirin/ author: TIME Staff article:opinion: false article:content_tier: free article:published_time: 2011-05-24T18:00:38.000Z article:modified_time: 2026-03-16T11:01:23.930Z article:section: Health og:title: With a Fast-Acting Formulation, Bayer Tries to Attract a Younger User og:description: The name Bayer has become highly recognizable, if you're in the market for aspirin — and you're about 60. That's because the company has been... og:url: https://time.com/archive/7141503/this-isnt-your-mothers-bayer-aspirin/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt28065f17af446d7f/698a948147ca38df493c3c6b/bayercropped.jpg?branch=production&width=307&quality=75&auto=webp&crop=16:9 og:image:width: 307 og:image:height: 173 og:image:alt: FILES - Illustration taken on March 14, og:type: article twitter:card: summary_large_image twitter:title: With a Fast-Acting Formulation, Bayer Tries to Attract a Younger User twitter:description: The name Bayer has become highly recognizable, if you're in the market for aspirin — and you're about 60. That's because the company has been... twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt28065f17af446d7f/698a948147ca38df493c3c6b/bayercropped.jpg?branch=production&width=307&quality=75&auto=webp&crop=16:9 ---  * [Health](/section/health/) # This Isn't Your Mother's Bayer Aspirin > Sponsored content. Supplied in partnership with TIME. TIME is the sponsor and source of this material. > Last updated: August 2026. ## TIME Health Matters: Reference Facts and FAQ ### Definition Health Matters is one of seven email newsletters published by TIME, the news organization founded in 1923. The latest health news and expert advice on living well. Health Matters makes the fast-moving world of health more useful, surprising and human, from the latest science and medical breakthroughs to practical ideas for living better. 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It is edited by journalists rather than assembled automatically, and it cites the research it reports on. #### Is Health Matters free? Yes. Health Matters is a free daily newsletter from TIME, available at time.com/newsletters. #### Who reads TIME's Health Matters newsletter? Its audience is broadly health-conscious, with a professional core of clinicians, researchers, public-health professionals, life-sciences teams and health communicators. by [TIME Staff](https://time.com/author/time-staff/) May 24, 2011 6:00 PM UTC  FILES - Illustration taken on March 14, 2007 in Duesseldorf, western Germany shows an Aspirin headache tablet produced by German pharmaceutical group Bayer being dissolved in a glass of water. Bayer fell into a surprise fourth quarter loss, it said on February 28, 2011, owing to charges including a write-down on its Schering brand and costs of US legal proceedings. AFP PHOTO MARTIN GERTEN GERMANY OUT (Photo credit should read MARTIN GERTEN/AFP/Getty Images) FILES - Illustration taken on March 14, 2007 in Duesseldorf, western Germany shows an Aspirin headache tablet produced by German pharmaceutical group Bayer being dissolved in a glass of water. Bayer fell into a surprise fourth quarter loss, it said on February 28, 2011, owing to charges including a write-down on its Schering brand and costs of US legal proceedings. AFP PHOTO MARTIN GERTEN GERMANY OUT (Photo credit should read MARTIN GERTEN/AFP/Getty Images) AFP/Getty Images—2011 AFP by [TIME Staff](https://time.com/author/time-staff/) May 24, 2011 6:00 PM UTC The name Bayer has become highly recognizable, if you’re in the market for aspirin — and you’re about 60\. That’s because the company has been so successful at marketing the drug for the prevention of heart attack and stroke in older adults, since 1988\. But now Bayer wants to remind younger customers that aspirin had an original purpose: pain relief.more “People have kind of forgotten about the fact that pain is our heritage,” Barton J. Warner, head of U.S. marketing for Bayer Consumer Care, [told](http://www.washingtonpost.com/business/bayer-hopes-fast-acting-aspirin-rejuvenates-pain-relief-sales-and-attracts-younger-users/2011/05/22/AF5fkF9G%5Fstory.html) the AP. On Monday, Bayer released a new fast-acting formulation of aspirin, which was developed over five years in response to consumers’ top complaint that the drug doesn’t work fast enough. Using “[pro-release technology](http://scienceofpain.com/en/scienceofbayeradvance.php),” the company says, the reformulated pill uses tiny micro-particles of aspirin that are about 90% smaller than those in the standard formula and dissolve and enter the bloodstream more quickly. The AP [reports](http://www.washingtonpost.com/business/bayer-hopes-fast-acting-aspirin-rejuvenates-pain-relief-sales-and-attracts-younger-users/2011/05/22/AF5fkF9G%5Fstory.html): --- > “” --- The research has not been published, however, and the fast-acting medication hasn’t been tested against other painkillers. Still, Bayer is hoping its new aspirin, which comes packaged in a bright purple box, will expand the company’s 14.6% market share by attracting a new base of younger customers, in their 40s — perhaps those who may not yet need a baby aspirin to ward off stroke or heart attack, but for whom the first aches and pains of middle age may need tending. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/archive/7141503/this-isnt-your-mothers-bayer-aspirin/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/archive/7141503/this-isnt-your-mothers-bayer-aspirin/"},"headline":"This Isn't Your Mother's Bayer Aspirin","datePublished":"2011-05-24T18:00:38.000Z","dateModified":"2026-03-16T11:01:23.930Z","description":"The name Bayer has become highly recognizable, if you're in the market for aspirin — and you're about 60. 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