New Products: Chloraseptic Clears Way for Throat Relief

Although statistics show the big growth period for Pfi-zer's Listerine Pocket Packs and other melt-in-your-mouth breath strips might be over, the postage stamp-like form may still have the opportunity to catch on in other product areas.

That at least is the hope of Prestige Brands International, the marketer behind Chloraseptic sore throat relief products. The stalwart brand will, in time for fall and winter cold season, introduce Chloraseptic in a strip form similar to the Listerine and other breath strip brands, called Chloraseptic Sore Throat Quick Strips.

A Procter & Gamble castoff, most commonly known as a medicinal, green liquid throat spray, Chloraseptic was purchased by Prestige Brands three years ago. Based in Bonita Springs, Fla., the company was formed in 1999 specifically for the purpose of buying small but highly recognized names from larger consumer products firms. Prestige has picked up other smaller brands from P&G, including Prell shampoo and, in 2001, Comet abrasive scrub.

Prestige will push both the extension and the whole brand with $10 million in marketing support this year, starting in the second half, according to a trade source. A national FSI is being planned for November.

Though both the sore throat liquid and throat drop categories have been flat, the Chloraseptic brand has seen a significant sales increase over the past year. Chloraseptic liquid, the No. 1 item in the small category, had sales of $21 million, up 8% for the year ended March 23, and accounted for 45% of the dollar share in the category.

In the much larger $358 million cough/sore throat drop category, Chloraseptic sales were up 9% to $10 million, per IRI.