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This article was originally published in The Tan Sheet

Executive Summary

GlaxoSmithKline's methylcellulose fiber therapy now in "easy to swallow" caplets. Packaging for 100-count states new product contains "same gentle fiber as Citrucel powder" and is "easy to take with you," according to April 22 FSI. Thirty-second TV commercial emphasizes Citrucel's fiber "won't give you excess gas, and now it comes in caplets." Ad agency is Ogilvy & Mather (New York). Two caplets contain 1 g methylcellulose; average retail price is $14.72-$17.99





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