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In Brief: Kao Lectrolyte

This article was originally published in The Tan Sheet

Executive Summary

Kao Lectrolyte: Powdered pediatric electrolyte replenisher "appeal[s] to children's taste buds," Pharmacia & Upjohn says, with children in national taste tests cited preferring Kao Lectrolyte "nearly three to one" over Abbott's Ross Products Pedialyte. Kao Lectrolyte has a three-year (unconstituted) shelf life, compared with Pedialyte fluid, which P&U says has a shelf life, unopened, of 18 months. A box of four Kao Lectrolyte packets, each of which mixes with eight ounces of water, retails for about $4.49 and is available unflavored or in grape or bubble gum flavors. Kao has the support of a "strong" professional advertising campaign, with samples being distributed to parents through doctors and hospitals, the firm says. Consumer ads in parenting, baby and women's interest magazines began in October...
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