HEALTH

Prevacid 24HR to launch with $200 million ad campaign

BY Michael Johnsen

NEW YORK Novartis will storm the antacid market next week with a $200 million ad campaign behind its launch of Prevacid 24HR, the Wall Street Journal reported Wednesday.

Television spots to differentiate Prevacid 24HR from its antacid competition — Procter & Gamble’s Prilosec OTC, McNeil Consumer’s Pepcid Complete, Boehringer Ingelheim’s Zantac 150 and GlaxoSmithKline’s Tums, to name just a few — are expected to begin airing Thursday, underscoring the emotional difficulties of heartburn sufferers.

According to the Journal, the tagline for the antacid new addition will be: “Prevacid 24HR: When you’ve had it with heartburn.”

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SiCap wakes up consumers

BY Michael Johnsen

ALBANY, N.Y. SiCap, makers of Sinus Buster capsaicin nasal spray, last week announced a new capsaicin-based energy spray called Spray Awake. According to the manufacturer, Spray Awake delivers caffeine in small, sustained amounts to reap positive results without the unwanted side effects associated with energy drinks, shots or pills.

“Oral sprays are the most efficient way to deliver sustained energy without jitters or a crash,” stated Scott Latella, SiCap director of sales. “The key is to ingest caffeine in small, sustained doses under the tongue so it doesn’t get broken down in the body. This exclusive Spray Awake formula provides a natural time-release element for caffeine delivery.”

Spray Awake uses a capsaicin extract to deliver sustained doses of caffeine in a sublingual dose. Capsaicin is derived from hot peppers, and it’s known to create super-permeability through the mucous membranes, the manufacturer stated.

“Although the capsaicin in Spray Awake is derived from peppers, it’s not spicy or overwhelming,” noted Wayne Perry, SiCap director of innovations. “This natural formula tastes like mint. The capsaicin actually soothes your mouth and throat while also quenching your thirst.”

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CRN adds new voting members to board

BY Michael Johnsen

WASHINGTON The Council for Responsible Nutrition earlier this month announced the addition of five voting members to its roster, including Alacer Corp., Atrium Innovations, Fluxome, FMC BioPolymer Corp. and Solazyme Health Sciences.

Alacer Corporation has been involved in developing, manufacturing and marketing dietary supplements for more than 35 years.  The company produces and sells more that 400 million packets of Emergen-C dietary supplements annually.

Atrium Innovations focuses primarily on growing segments of the health and nutrition markets which are benefiting from the trends towards healthy living and the ageing of the population.

Fluxome is a wholly owned subsidiary of Fluxome Sciences A/S and is a fast growing industrial biotechnology company established in 2002.  Fluxome’s business activities are focused around innovation, development, production and marketing of nutraceuticals ingredients.

FMC BioPolymer Corporation is an ingredient supplier of seaweed based nutritional ingredients for the human and animal nutrition markets. The company is one of the largest producers of carrageenan, alginates and Avicel MCC worldwide, and has headquarters in North America, South America, Europe and Asia.

Solazyme Health Sciences is a leading renewable oil and bioproducts company that uses algal biotechnology to renewably produce clean fuels, chemicals, foods and health science products. Solazyme’s advanced and proprietary technology uses algae to produce oils and biomaterials in standard fermentation facilities quickly, cleanly, cost effectively and at large scale.

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