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CHICAGO — Crosscare Inc.’s over-the-counter, all-natural colic remedy, Colief Infant Drops, is making its debut at Duane Reade drug stores throughout the New York metropolitan area.
A pioneer in colic research and a distributor of health care products throughout Europe and the United States, Crosscare noted that September has the highest birth rate numbers of any month, and although this is an exciting time for many families, it can quickly be disrupted by the distress of colic.
The company said Tuesday that Colief is now available in over 250 Duane Reade stores to provide relief for the one in five newborns that will suffer from colic.
"Colief has been a No. 1-recommended, over-the-counter colic treatment in the U.K. and Ireland for over 15 years," stated Sharon Skelton, marketing manager for Crosscare Ltd. "The convenience of Colief at retailers like CVS/pharmacy, Walmart, Walgreens and now Duane Reade demonstrates the growing need for all-natural, over-the-counter colic treatment options."
Colic involves repeated episodes of excessive, inconsolable crying in newborns who otherwise appear perfectly healthy. Symptoms also can include drawing up of the knees, gas and redness of the face.
According to Crosscare, Colief contains the naturally occurring enzyme lactase, which helps break down lactose for digestion, allowing babies with transient lactase deficiency to be fed their usual milk — breast milk or formula — with much less discomfort. The company said studies have shown that the hours of crying may be greatly reduced when babies are fed their usual milk treated with Colief.
Dr. Bob Sears, a board-certified pediatrician and co-author in the Sears Parenting Library and brand spokesman, partnered with Colief earlier this year to help spread awareness about the OTC colic treatment for colic.
"Colief is always the best option for moms and parents, as it will either work to treat the baby’s colic or will act as a diagnostic tool and rule out a temporary inability to digest lactose as the cause of colicky symptoms," Sears commented. "Having an all-natural solution such as Colief available on shelf is invaluable to the many parents in dire need of a solution."
