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Reckitt Charges Into UK PPI Heartburn Space With Guardium

Executive Summary

With its new esomeprazole-based heartburn and indigestion remedy, Guardium, Reckitt Benckiser is taking head on Pfizer’s well-established Nexium Control brand in the UK. The firm hopes that by associating Guardium with its own well-known heartburn brand Gaviscon, and by investing in a multi-million-pound marketing campaign and pharmacy education, it can carve for itself a significant slice of the UK’s gastrointestinal market.  

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