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Mylan hires NFL player, TV personality to promote EpiPen

BY Alaric DeArment

BASKING RIDGE, N.J. — A division of Mylan is hiring NFL player Adrian Peterson and celebrity nanny Jo Frost to promote an emergency treatment for severe allergic reactions.

Mylan Specialty announced that it had hired the two — who both have potentially life-threatening allergies — to raise awareness of the problem. Mylan Specialty is launching a multichannel marketing campaign for the EpiPen (epinephrine) auto-injector to mark the 25th anniversary of its approval by the Food and Drug Administration.

"Life-threatening allergic reactions are unpredictable, and symptoms can progress rapidly from mild to severe, which is why immediate access to epinephrine, the only first-line treatment for anaphylaxis, is critical," Tennessee College of Medicine professor Phil Lieberman said, using the medical term for severe allergic reactions. "I’ve seen many patients underestimate their risk of anaphylaxis and overestimate their preparedness. People with severe allergies should have an anaphylaxis action plan in place, which includes avoiding known allergens, recognizing symptoms, having access to two epinephrine auto-injectors at all times and seeking immediate emergency medicare care should anaphylaxis occur."

 

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Mike’s Hard Lemonade pairs with celebrity chef Spike Mendelsohn for July 4th promotion

BY Jason Owen

CHICAGO — Mike’s Hard Lemonade Co. announced today a partnership with celebrity chef and former "Top Chef" contestant Spike Mendelsohn in support of a July 4th consumer promotion beginning June 19. The in-store promotion offers one lucky winner and 11 friends the chance to win a trip to New York City to attend a private barbecue hosted by Spike. On the heels of the launch of Mike’s new advertising campaign, “It’s Never Not a Good Time for a Refreshing Mike’s,” the brand reminds consumers that Independence Day is no exception.

To set the tone for the summer grilling season, Chef Spike hosted an exclusive July 4th themed BBQ in New York June 13th to sample some different All-American dishes. Created by Spike and inspired by Mike’s, Mendelsohn created three unconventional recipes infused with new Mike’s products including, Mike’s hard lemonade FROZEN and Mike’s hard Smashed Apple Cider, while pairing perfectly with the popular, Mike’s authentic shandy.

“Cooking is all about having fun and expressing creativity, and I truly enjoy putting a refreshing twist spin on classic dishes,” said Chef Spike Mendelsohn. “Partnering with mike’s to shake things up for a modern Fourth of July menu allowed for just that.”

This summer, Mike’s has been spreading the word that it’s truly “Never Not a Good Time for a Refreshing Mike’s” by celebrating the season’s top social occasions with consumers, including Cinco de Mayo, Memorial Day, Fourth of July and Labor Day. Throughout the course of the summer, consumers will have the chance to win more than 4,700 prizes, including four grand prize experiences, through a national on-package promotion.

The promotion to win a barbecue with Spike Mendelsohn and 11 friends this summer officially begins at 12:00 a.m. central standard time on June 19, 2013 and ends at 11:59:59 p.m. CST on August 20, 2013. To participate in the promotion, entrants must enter a code located inside specially marked can or bottle packages of Mike’s hard lemonade for a five or six digit alphanumeric code at http://www.mikescodes.com.


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ThinkThin unveils new fiber bars

BY Jason Owen

LOS ANGELES — ThinkThin LLC today announced the introduction of new ThinkThin Fiber bars, a high-fiber addition to its line of protein bars.

Touting 13 g of protein and 5 g of fiber in each bar, ThinkThin is the only brand among the top 10 leading nutrition bar brands offering a high protein and high fiber option that also has only 2 grams of sugar and less than 200 calories, the company stated. According to the Institute of Medicine, the recommended fiber intake for an adult is 25-38 g per day.

"Fiber has been widely popularized as an essential ingredient in maintaining a healthy diet," said Lizanne Falsetto, CEO and founder of ThinkThin LLC. "It’s known to be both nourishing and filling, especially when paired with protein. We are thrilled to add ThinkThin fiber to our nutrition bar family, delivering a great tasting, high quality product that is nutritionally satisfying."

ThinkThin Fiber is available in three gluten-free flavors all made with non-GMO soy protein including:  milk chocolate toffee almond, chocolate peanut butter toffee, and chocolate almond coconut.

Whole Foods Market will be the exclusive retail seller of ThinkThin Fiber until the end of the year. Other retailers will begin selling Fiber in January 2014.


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