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Matrixx unveils 2009 launches

This article was originally published in The Tan Sheet

Executive Summary

Xcid antacid product will debut early in fiscal year 2009, and will be positioned as a better tasting product than competing antacids, the Zicam marketer announces. "Consumers perceive liquid antacid products to be highly efficacious, but they taste very bad," Matrixx President and CEO Carl Johnson notes. Xcid will come in three 'soother' flavors: Milk Chocolate, Creamy Orange and Creamy Strawberry. Products will be sold in squeezable tubes and labels will feature the statement: "from the makers of Zicam." The formula contains maximum strength ingredients calcium carbonate and magnesium hydroxide, firm notes. Matrixx also will launch Zicare, the first OTC oral care product designed to dissolve tartar, in early 2008, according to Johnson. The cinnamon-flavored adhesive gel is applied to teeth after brushing. In developing the product over the past 18 months, the company has filed seven patents and conducted clinical trials. The product will be distributed in dental offices before rolling out to retailers in coming years, the company says...

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