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Alka-Seltzer offers ‘Relief’

BY Michael Johnsen

Thanks in part to the launch of Alka-Seltzer Fruit Chews in May of last year, the Alka-Seltzer brand has experienced a resurgence within the antacid tablet category. Brand sales were up 580.5% to $16 million for the 52 weeks ended June 15, according to IRI data across total U.S. multi-outlets. The brand not only appeals to a new generation of consumers, but with its gummy-like formula, it may still hold sway among the older generation looking for non-pill remedies. Varieties include ReliefChews, Heartburn ReliefChews and Heartburn + Gas ReliefChews.

(For the complete category review, including data, click here.)

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Mucinex Allergy joins lineup

BY Michael Johnsen

Reckitt Benckiser recently extended its Mucinex brand into the allergy set with the appropriately named Mucinex Allergy. “Super fantastic launch in the United States,” said Heather Allen, Reckitt Benckiser EVP category development, recently to investors. “Allergy is a $2.5 billion market in the United States. More than 75% of Mucinex users also take an allergy treatment, and now, we’re able to offer them Mucinex Allergy, a maximum strength, non-drowsy antihistamine [that] acts fast and lasts for 24 hours.”

(For the complete category review, including data, click here.)

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Chattem redefines ‘shelf talker’

BY Michael Johnsen

With the recent switch of Chattem’s Nasacort 24HR, the first nasal corticosteroid to be sold OTC, Chattem launched a very unique marketing tool — an interactive shelf display that gives a whole new meaning to the term “shelf talker.” With the press of a button, shoppers could watch a short video on how Nasacort 24HR worked and why they should consider the new nasal product to be their allergy remedy of choice.

(For the full category review, including data, click here.)

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