HEALTH

Lansinoh acquires Soothies Gel Pads

BY Michael Johnsen

ALEXANDRIA, Va. Lansinoh Laboratories on Thursday announced the acquisition of Soothies Gel Pads distributed by Puronyx. The acquisition helps expand Lansinoh product line in an effort to become the turnkey brand offering for breastfeeding mothers.

“We will continue to expand our product line through selective acquisitions and internal development to make certain we have a best-in-class product in every category for breastfeeding mothers,” stated Gary Downing, Lansinoh CEO. “Every breastfeeding mother has her own individual needs and preferences. Some mothers will prefer our Lansinoh HPA Lanolin ointment; some will prefer our Soothies Gel Pads. Other moms will prefer to use our gel pads in conjunction with our HPA Lanolin. Whatever their preference, they’ll be able to satisfy it with Lansinoh products.”

Soothies are the natural feeding segment’s bestselling gel pads, Lansinoh stated, and are used by breastfeeding mothers to cool, soothe, and treat sore nipples that can result from breastfeeding. Soothies Gel Pads will be folded into the Lansinoh portfolio of products, and sold nationally as “Soothies by Lansinoh Gel Pads” at a suggested retail price of $12.99.

In 2008, the breast therapies segment, which includes gel pads and topical ointments, contributed nearly 12% to nursing accessories, which is valued at over $83 million, according to Information Resources, Inc. data, as provided by Lansinoh.

In the U.S., the market for breastfeeding products and accessories has grown 40% since 2005, according to IRI. The birth rate in the U.S. has increased to 4.3 million in 2007, up 4% since 2003, according to the Centers for Disease Control. As many as 77% of mothers now initiate breastfeeding, according to the CDC, the highest initiation rate historically in the U.S.

Nursing mothers experiencing nipple pain or discomfort apply Soothies by peeling off the adhesive backing, and placing the three-inch circular hydrogel pad directly over the affected nipple. Soothies’ hydrogel technology and the science of moist wound healing provide instant cooling relief, and soothes sore, cracked, chapped or chafed nipples. Soothies are also the only gel pad that features fabric backing that reduces or eliminates friction against nursing bras or shirts.

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Cadbury advertising Halls lozenges through chain drug stores

BY Michael Johnsen

New York Cadbury recently tapped into EyeCurve, patent-pending cardboard advertisements developed by StoreBoard Media and placed at security pedestals near the entrances of nearly 10,000 chain drug stores, to promote its Halls Naturals and Halls throat lozenges through the cough/cold season, according to published reports.

StoreBoard Media will feature the Halls branded pedestal wraps in more than 3,000 retail locations, including 2,600 CVS/pharmacy stores, Duane Reade and 182 Jewel-Osco supermarkets.

The campaign will run through Jan. 25 in 10 major media markets, including: Atlanta, Boston, Chicago, Dallas, Detroit, Houston, Los Angeles, New York, Philadelphia and Washington.

The ads are designed to capture customers’ peripheral vision as they pass through the entrance. The company contracted with Masi International last summer in a matched-panel study at 15 CVS stores in Chicago, where it installed EyeCurve ads for three oral care products. The study, which examined the four-week period before the ads were installed and the four-week period when they were up, found that toothpaste sales increased by 6.5%, mouth rinse sales by 6.9% and brush sales by 8.7%.

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Red Bull to market energy shot

BY Michael Johnsen

Santa Monica, Calif. Red Bull will be entering the sizzling energy shot market sometime in 2009, according to published reports. The 2-oz. shot will be available in regular and sugar-free versions.

The energy shot category has been estimated at more than $300 million in volume through all sources, according to Drug Store News sources, and continues to grow at a significant clip. “Over the last 24 months, the 2-oz product has been the leader in growth in the nutritional category,” Jeffery Joyner, president of the brokerage firm J. Joyner Group, told Drug Store News earlier last year. “Category managers are choosing to merchandise [the 2-oz. energy shots] at the checkout, in nutritionals and in the beverage department,” he said.

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