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PARIS — Sanofi US and its Chattem Inc. consumer health business have reintroduced Rolaids to stores across the United States.
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In its return to U.S. stores, Rolaids now comes in a liquid form as well as in tablets. |
The company said Monday that the iconic antacid brand returns after a three-year hiatus in the marketplace and follows Chattem’s acquisition of Rolaids earlier this year.
Rolaids is sold in retail stores nationwide and comes in both tablets and now a new liquid form.
Sanofi noted that the liquid form is a first for the brand, as is a new Ultra Strength formulation in both tablets and liquid. Rolaids Ultra Strength Tablets and Liquid are designed to deliver the brand’s strongest level of acid neutralization, the company said.
"For the last few years there has been a significant gap in the over-the-counter antacid marketplace here in the U.S.," commented Zan Guerry, chief executive officer of Chattem. "Starting today, the millions of people who suffer from frequent heartburn and acid indigestion can once again turn to Rolaids to help relieve their symptoms."
Chattem plans to support the relaunch of Rolaids with a fully integrated marketing campaign featuring chef and restaurateur Guy Fieri. The campaign includes national television spots with Fieri and brings back one of the most recognized advertising taglines of all-time: How Do You Spell Relief? R-O-L-A-I-D-S.
"Incorporating Rolaids into Chattem’s portfolio further strengthens Sanofi’s position as a leader in the U.S. consumer health care sector and helps to further diversify our category offerings," stated Anne Whitaker, president of North America pharmaceuticals for Sanofi.
Chattem completed the acquisition of the global rights to the Rolaids brand from McNeil Consumer Healthcare Division of McNeil-PPC Inc. in early January.
