Hicural used the NACDS Marketplace convention as the launchpad for its new product: Hicural for Hiccup Relief. Studies attribute hiccups to eating or drinking too much or too fast, anxiety, stress, excitement and even pregnancy in women. The Hicural is a reed-like device that you place across the mouth and sip a beverage through. The question is, where do you merchandise it? At the checkstand and within children’s remedies are ideal display points, Hicural executives told Drug Store News, as is the digestives aisle. Suggested retail price for the impulse purchase item is $6.95. For more information, visit Hicural.com/default.asp.