Cartoon cat Garfield's Mid-Life Crisis Sheds Light on the Danger of Cat Kidney Disease

By Bayer Animal Health, PRNE
Wednesday, May 18, 2011

Online Campaign Fronted by Garfield Launches to Educate the Owners of Middle Aged Cats About Chronic Kidney Disease

MONHEIM, Germany, May 19, 2011 - A new campaign launched today will educate cat owners about the risk of
chronic kidney disease (CKD) that their pets may face as they grow older and
urge them to seek kidney function tests for cats over the age of seven. A
brand new animation featuring Garfield (as licensed by Paws Inc.) in the
midst of a mid-life crisis and a new educational website will kick the
campaign off. The website will feature a range of free downloadable tools for
owners to help them to plan for their ageing cat's health needs.

CKD is common in cats aged seven or over and almost one in three over the
age of 10 suffer from the disease.[1] It can significantly reduce a cat's
quality of life and is a leading cause of death in older cats. Early
intervention is essential to slow deterioration of kidney function, but this
can be challenging as the clinical signs of CKD are often not evident until
75-80% of the nephrons are non-functional.

"This humorous campaign is designed to educate cat owners about the
unseen risk of kidney disease as cats age and to encourage them to speak to
their veterinarian about kidney function testing," said Dr Joy Olsen, Global
Veterinary Services Manager, Bayer Animal Health. "We believe that this will
provide veterinarians with new opportunities to offer their clients both
valuable advice and treatment options - including Renalzin as a supplementary
feed for the support of renal function in case of renal insufficiency in cats
- to help them to protect the kidney health of their cats."

Renalzin(R), which effectively binds dietary phosphate even with normal
feline diets,[2] is the newest generation phosphate binder for cats.

Controlling phosphate levels is an essential part of the effective
management of CKD and can prolong and enhance quality of life. Restriction of
phosphate plays an essential role in curbing kidney secondary
hyperparathyroidism, soft tissue calcification and progression of kidney
failure.[3],[4] Often a kidney (renal) diet is the first step in kidney
therapy. Cats fed a restricted phosphate diet were shown to survive
approximately 2.4 times longer than cats fed a diet without phosphate
restriction.[5] However, cats with CKD are very sensitive to changing their
diet and often refuse this. Renalzin, which can be used with wet or dry food,
offers phosphorus control with a normal or specialist kidney (renal) diet.

Renalzin(R) binds to dietary phosphate, rendering it indigestible. As a
result it significantly (p=0.05) increases faecal phosphate excretion and
reduces urinary excretion of phosphorous which reduces the burden on a cat's
compromised kidneys. Clinical studies in cats have demonstrated the
beneficial effects of Renalzin(R). Over two months, cats given Renalzin(R)
together with a standard diet demonstrated: decrease in serum phosphate
levels, maintained or increased appetite and improvement in clinical
examination scores.[6]

Renalzin(R) is specifically formulated for cats and is simply added to a
cat's usual food. The standard recommended dosage is 2 mls applied with the
cat's food, once or twice daily depending on the cat's feeding regime.

Notes to editors

Garfield's mid-life crisis can be viewed here and cat owners can log on to to find out more about kidney disease in
cats and the steps that they can take to prevent and manage it.

About Bayer HealthCare AG

The Bayer Group is a global enterprise with core competencies in the
fields of health care, nutrition and high-tech materials. Bayer HealthCare, a
subgroup of Bayer AG with annual sales of more than EUR 16.913 billion
(2010), is one of the world's leading, innovative companies in the healthcare
and medical products industry and is based in Leverkusen, Germany. The
company combines the global activities of the Animal Health, Consumer Care,
Medical Care and Pharmaceuticals divisions. Bayer HealthCare's aim is to
discover and manufacture products that will improve human and animal health
worldwide. Bayer HealthCare has a global workforce of 55.700 employees and is
represented in more than 100 countries. Find more information at

With a turnover of EUR 1.120 million (2010) Bayer HealthCare's Animal
Health Division is one of the world's leading manufacturers of veterinary
drugs. The division manufactures and markets more than 100 different
veterinary drugs and care products for livestock and companion animals.

Forward-Looking Statements

This news release contains forward-looking statements based on current
assumptions and forecasts made by Bayer Group management. Various known and
unknown risks, uncertainties and other factors could lead to material
differences between the actual future results, financial situation,
development or performance of the company and the estimates given here. These
factors include those discussed in our annual and interim reports to the
Frankfurt Stock Exchange and in our reports filed with the U.S. Securities
and Exchange Commission (including our Form 20-F). The company assumes no
liability whatsoever to update these forward-looking statements or to confirm
them to future events or developments.



[1] Polzin DJ. et al, Medical management of feline chronic renal failure.
In, Bonagura JD, Kirk RW (eds). Current Veterinary Therapy XI. Philadelphia,
, Saunders, 1992: 848-853.

[2] Schmidt B et al, Bay 78-1887, J Vet Pharmacol Therap 2006, 29 (Suppl
1): 206-207.

[3] Rubin SI. Chronic renal failure and its management and
nephrolithiasis. Vet Clin Small Anim 1997, 27(6): 1331-1354.

[4] Barber PJ. et al, Effect of dietary phosphate restriction on renal
secondary hyperparathyroidism in the cat. J Small Anim Prac 1999, 40: 62-70.

[5] Elliot et al 2000.

[6] Schmidt B. et al, The use of Renalzin, a new intestinal phosphate
binder, in feline chronic renal failure. Proceedings of the Vetoalp 2008
Conference, March 2008, Chamonix, France, p. 69.

    Kathrin Statz, +49-2173-384019


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