PARSIPPANY, N.J., Oct. 6 /PRNewswire/ -- Novartis Consumer Health, Inc. is
set to launch the latest innovation in the over-the-counter, multi-symptom
cough/cold treatment category -- the first systemic medicine in a convenient
thin film form that melts on the tongue -- Triaminic(R) and Theraflu(R) Thin
The breakthrough 'melts on the tongue' portable delivery mechanism is
meant to be easy to administer providing fast, accurate dosing that is
expected to increase compliance, particularly among children. There is no
need for water or measuring, and upon melting, the dose of medicine is
swallowed, giving cold sufferers symptom relief while on the road to recovery
-- at home, at work, or on-the-go.
Today's consumers cite better portability, ease and accuracy of dosing,
and overall convenience as the product attributes they seek most in a
cough/cold medicine and 80 percent agreed that these attributes gave Thin
Strips(TM) significant advantages over current medicine forms. Triaminic and
Theraflu Thin Strips are also the perfect alternative to traditional medicine
forms, with more than 70 percent of current Theraflu(R) users indicating that
they would use them in addition to other cough/cold products.
Thin Strips will be used in line extensions of two popular Novartis OTC
brands: Theraflu and Triaminic(R). Theraflu Thin Strips treat the most common
symptoms of a cold in adults and children 12 and older and will be available
in two cherry-flavored treatment options: Long Acting Cough that quiets coughs
for up to eight hours, and Multi-Symptom that, as well as quieting coughs,
provides temporary relief from a runny nose and sneezing, and soothes itchy,
watery eyes and throat. Both will cost approximately $5.49 for a 12-strip
Triaminic Thin Strips, for children ages 6-12, will also be available in
two treatment options: Long Acting Cough that quiets coughs for up to eight
hours, in cherry flavor, and Cough & Runny Nose, in grape flavor. They will
cost approximately $5.99 for a 16-strip pack.
"The OTC business unit of Novartis Consumer Health, Inc. has more than
40 years of experience delivering innovative self-medication treatments that
address consumers' demands for convenience and compliance, including
'first-to-market' cough/cold products in the form of hot liquids, vapor
patches, and soft chews," said Jeff Vernimb, Vice President, Marketing,
Novartis OTC, North America. "Novartis' Thin Strips(TM) continue this
tradition of innovation by applying this novel technology with proven
effective active ingredients, making drug delivery more flexible and
convenient than other delivery methods."
Innovation and Category Growth
Growth in the over-the-counter cough/cold treatment category is
traditionally driven by new product innovation, with a 17.6 percent growth in
dollar sales in the 2002-2003 and 2003-2004 cough/cold seasons attributable to
new product launches. "Product innovation, such as Thin Strips, is critical
to the category and fuels growth by continuing to improve consumer compliance
and bringing new consumers to the category," added Vernimb. Equally important
for the category is the fact that Novartis was able to reduce the development
time of its Thin Strips product in half, leapfrogging its competitors to bring
this novel delivery form to market in time for cough/cold season 2004-2005.
Greater Than Anticipated Demand
Consumer demand for Triaminic(R) and Theraflu(R) Thin Strips(TM) is
expected to be high, with more than 90 percent of those surveyed saying that
they would recommend Triaminic and Theraflu Thin Strips to a friend.
Advanced Taste Technology
Triaminic and Theraflu Thin Strips use a proprietary taste system unlike
other thin films currently on the market. The Thin Strips taste technology
was formulated to effectively mask the negative taste associated with the
active ingredients. Cherry or grape flavors, along with other ingredients,
are then blended with the active ingredient. The end result is a flavorful
product that also reminds consumers that they're taking a medicine. Triaminic
and Theraflu Thin Strips are flexible and resist breaking into pieces --
enhancing accurate dosing -- while providing the consumer with a first-of-its
kind, highly palatable, medicine that can be dosed without water.
A powerful, fully integrated marketing campaign including national TV,
print and outdoor, radio advertising, promotions, educational activities, and
professional outreach will support the launch of Thin Strips(TM).
Triaminic(R) and Theraflu(R) Thin Strips(TM) are now available at grocery,
drug, and mass merchandise stores. "Due to extremely high retailer acceptance
of the product, consumers may also find Thin Strips on sale in areas of the
store outside the traditional cough/cold aisle," said Vernimb.
For more product information, or to obtain a sample of Triaminic Thin
Strips and a coupon off next purchase for both products, please log onto
http://www.triaminic.com or call 1-800-KIDS-987 to request a free Triaminic(R)
Clinic(TM) House Call Kit.
About Novartis Consumer Health, Inc.
The OTC business unit of Novartis Consumer Health, Inc., with headquarters
in Parsippany, New Jersey, is a world leader in the development, production
and marketing of self-medication products for the in-home treatment and
prevention of medical conditions and ailments and for the enhancement of
overall health and well being. The OTC business unit is part of Novartis AG
About Novartis AG
Novartis AG (NYSE: NVS) is a world leader in pharmaceuticals and consumer
health. In 2003, the Group's businesses achieved sales of USD 24.9 billion
and a net income of USD 5.0 billion. The Group invested approximately USD 3.8
billion in R&D. Headquartered in Basel, Switzerland, Novartis Group companies
employ about 78,500 people and operate in over 140 countries around the world.
For further information, please consult http://www.novartis.com.
SOURCE Novartis Consumer Health, Inc.