Rapid Release, Rapid Success: Tylenol Launch Spawns Generic Imitators
This article was originally published in The Tan Sheet
Executive Summary
The recent success of Tylenol Extra Strength Rapid Release Gels has caught the attention of private labelers
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Motrin IB Liquid Caps: McNeil Consumer & Specialty Pharmaceuticals introduces Motrin IB Liquid Caps 200 mg "for people who don't fool around with pain." Expected in stores this fall, the SKU "contains the #1 Doctor recommended OTC medicine for back pain," package labeling states. Liquid Caps are available in a 20-count package starting at $3.75, a 40-count pack for $6.30 and an 80-count pack for $8.99. The launch is likely being fueled by the success of other liquid capsule formulations such as Tylenol Rapid Release Gels and Advil Liqui-Gels. Leiner Health Products announced in June it would launch a store brand equivalent to Tylenol Rapid Release in light of strong sales in the liqui-gel category (1"The Tan Sheet" June 13, 2005, p. 5). McNeil also is extending its Liquid Cool Burst line with Sore Throat daytime and nighttime. The 8 oz. bottle will start at $6.39 and contain 1,000 mg acetaminophen per serving...
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