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J&J's Mylanta Natural Fiber Supplement

This article was originally published in The Tan Sheet

Executive Summary

Replaces the firm's Effer-Syllium natural fiber supplement brand. Also psyllium-based, the new Mylanta product will feature modified packaging, a flavor change from lemon-lime to orange, and a "grit- free" formula. J&J also is launching a sugar-free Mylanta fiber supplement that is due on store shelves now. Both products will be backed by an ad campaign that began in July, J&J said, including $ 1 off coupons appearing in Sept. 12 FSIs, $ 2 IRCs and $ 1.25 off in direct mail coupons. In-store promos include ActMedia Shelftalkers.
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