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PARIS — Chattem Inc., the U.S. consumer health division of Sanofi, has completed the acquisition of the worldwide rights to the Rolaids antacid brand from the McNeil Consumer Healthcare Division of McNeil-PPC Inc.
Sanofi said Monday that Chattem plans to relaunch Rolaids, which is indicated for the relief of relieve heartburn and acid indigestion, and expects the over-the-counter product to be available at retailers within a year.
"The addition of Rolaids represents a rare opportunity to obtain an iconic brand that we believe will respond positively to our proven approach of growing brands through innovation and advertising," stated Chattem chief executive officer Zan Guerry. "We are primed to leverage the Rolaids market opportunity to drive incremental growth and take the brand to a new level."
Sanofi acquired Chattanooga, Tenn.-based Chattem in March 2010, which gave the French pharmaceuticals giant a presence in the U.S. consumer health care sector. In spring 2011, Chattem and Sanofi released Allegra over the counter, which the company said was one of the most successful OTC launches in the United States.
Besides Allegra and now Rolaids, Chattem’s roster of consumer health brands includes Icy Hot, Gold Bond, Cortizone-10, Selsun Blue, ACT and Unisom.
"This acquisition [of Rolaids] is consistent with our long-term strategy, which includes growing our consumer health care offering as part of a broader diversification strategy," commented Anne Whitaker, president of North America Pharmaceuticals for Sanofi. "Chattem has a proven track record of successful acquisitions and integrations and the addition of Rolaids, an enduring brand with a deep heritage, further diversifies the company’s portfolio."
