HEALTH

Vicks ZzzQuil rounds out sleep portfolio with natural line

BY Michael Johnsen

Procter & Gamble entered the natural sleep arena Wednesday with the launch of Vicks ZzzQuil Pure Zzzs Melatonin Gummies.

“There is no ‘one-size-fits-all’ approach to overcome sleeplessness, and since consumers have different needs at different times, we are constantly looking for ways to offer real sleep innovations to meet a variety of those needs,” Phil McWaters, brand franchise director, North America Vicks, said. “Vicks ZzzQuil Pure Zzzs Melatonin Gummies are meant to answer the need for a drug-free option that helps people fall asleep naturally and wake refreshed.”

Roughly two-thirds (67%) of Americans said they have trouble falling asleep at least once a month, and nearly half (47%) reported that they experience this trouble at least once a week, according to a ZzzQuil consumer survey. Additionally, 4-in-5 consumers who tried a sleep aid reported that it helped them fall asleep more easily and stay asleep.

Several suppliers in the category reported that sleep-deprived consumers want something that works quickly, keeps them sleeping through the night and leaves them refreshed and ready to take on the new day, according to a sleep aid report published by the Drug Store News Group in February.

Vicks ZzzQuil Pure Zzzs Melatonin Gummies contain a unique botanical blend of lavender, chamomile, valerian root and lemon balm that will appeal to the growing number of consumers who are in search of non-medicinal sleep aids. The wildberry vanilla flavored gummies are drug-free, vegan, vegetarian and free of artificial flavors, gluten, lactose and gelatin.

In addition to the gummies, the Cincinnati-based supplier has also launched Vicks Pure Zzzs Soothing Aromatherapy Balm, which is formulated with a blend of essential oils like lavender and chamomile.

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