Novartis Triaminic Allerchews With Loratadine Slated To Launch In 2004
This article was originally published in The Tan Sheet
Executive Summary
Novartis' Triaminic children's cough/coldline will be extended in early 2004 with Allerchews, the brand's first loratadine-containing offering. The product debuted at the National Association of Chain Drug Stores Marketplace in San Diego June 8-10
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Novartis' Triaminic children's cough/coldline will be extended in early 2004 with Allerchews , the brand's first loratadine-containing offering. The product debuted at the National Association of Chain Drug Stores Marketplace in San Diego June 8-10. Slated to ship in January, Triaminic Allerchews contain 10 mg loratadine in a delivery vehicle designed specifically for children, the firm said. Although the quick-dissolve tablets are not meant to be tasted, Novartis said they will come in a wintergreen flavor. Allerchews will be recommended for children ages six and older, with directions advising parents to administer one tablet every 24 hours. The tablets likely will be packaged in boxes of 8, 13 and 32, the firm said. The only other loratadine product on the market geared specifically toward children appears to be Claritin Children's Formula Syrup, which offers 5 mg loratadine for allergy relief. Schering-Plough claims the fruit-flavored syrup is "the only [OTC] non-drowsy antihistamine for kids as young as 2 years of age." Allerchews represent Novartis' third foray into the loratadine category since Claritin was approved for over-the-counter sale in November 2002. The firm currently offers 10 mg loratadine tablets under its Tavist brand, as well as a private label version of the drug (1 (Also see "Novartis Tavist ND Loratadine Tablets Carry Geneva’s Marketing Exclusivity" - Pink Sheet, 27 Jan, 2003.), p. 3). Geneva Pharmaceuticals is supplying Novartis with the loratadine for all three products. Although Novartis said it has not planned any major promotions for Tavist ND, the firm continues to market the product as a "value-priced alternative" to Claritin. The firm's private label offering also retails for "significantly less" than the name brand. Novartis apparently intends to take the same approach with Allerchews, noting at NACDS that the product will be "significantly more affordable than the competition on a per tablet basis." Tags for Allerchews will accompany ads for core Triaminic products and likely will begin in April 2004, in time for the allergy season. Other promotions will include an FSI-drop in April and detailing to pediatricians, Novartis said. The firm noted it spends about $45 mil. annually on ads for the Triaminic brand. Allerchews will be the second chewable addition to the Triaminic line; Novartis launched tropical-flavored Softchews for chest congestion in 2002 (2 (Also see "Sales & Earnings In Brief" - Pink Sheet, 21 Oct, 2002.), p. 7). Novartis also presented a second Triaminic product at NACDS: Triaminic Sore Throat Spray is slated to ship on July 21. The "goal is to leverage the Triaminic equity into an ancillary product," the firm said. The grape-flavored spray contains phenol as its active ingredient and features a targeted spray mechanism that "numbs just the back of the throat, not the whole mouth," Novartis explained. The 4 oz. spray, which will be line-priced, can be used in conjunction with other medications, the firm added. Novartis exhibited two Clearasil extensions at NACDS that begin shipping June 16. Blackhead Clearing Pads contain benzoyl peroxide, while Instant Clean Roller Ball features a combination of glycolic and tannic acids. Novartis distributes Clearasil in the U.S.; the brand is owned by Boots Healthcare. The Roller Ball represents a new delivery vehicle for Novartis' acne treatment line; the .17 fluid ounce bottle is silver in color and small enough to fit into any bag, Novartis said. The product is intended for use throughout the day as needed. Although the suggested retail price for the Roller Ball has not been announced, the Blackhead Clearing Pads will cost roughly $3.99 for a 90-pad container. Novartis said information about the new products is expected to be included in Clearasil ads, especially as the line extensions roll out. In addition, a national $1-off FSI will drop August 17. Other marketing plans include product sampling through schools, targeting children ages 11-16, and over the Internet. The launches will follow several other recent Clearasil extensions including Acne Fighting Body Cleanser, Acne Fighting Cleansing Wipes and Icewash Acne Fighting Gel (3 (Also see "Clearasil Anti-Acne Line To Expand With Body Wash, Wipes" - Pink Sheet, 10 Mar, 2003.), p. 17). |