BOCA RATON, Fla., Feb. 8 /PRNewswire/ -- Breckenridge Pharmaceutical, Inc.
is pleased to announce that effective February 5, 1999, Breckenridge
Pharmaceutical, Inc. has completed the purchase of Pharmacia & Upjohn
Company's Kaolectrolyte(TM) Electrolyte Replenisher Brand.
Kaolectrolyte(TM) is an electrolyte replenisher given primarily to
children to prevent dehydration due to fluids lost from diarrhea and vomiting.
Kaolectrolyte(TM) is available in three flavors: Grape, Bubble Gum and
Unflavored. Kaolectrolyte(TM) is packaged in convenient, pre-measured powder
to make 4-8 oz. servings, allowing no waste and a 3-year shelf life.
Breckenridge Pharmaceutical, Inc. is planning an aggressive
re-introduction of Kaolectrolyte(TM) for the first and second quarters in
1999, which will include an over $3MM promotional/advertising campaign
featuring national print advertising, radio advertising, physician and new
mother sampling, educational pamphlets, a consumer toll-free telephone number,
instant redeemable coupons and a public relations campaign.
A smooth transition of Kaolectrolyte(TM) is anticipated, with all business
becoming the property of Breckenridge Pharmaceutical, Inc. beginning on
February 8, 1999. All orders, customer service requests, information and
questions should be directed to Breckenridge Pharmaceutical, Inc. at
SOURCE Breckenridge Pharmaceutical, Inc.