Heartburn and indigestion brand Gaviscon has claimed a market first with an oral powder that dissolves on the tongue.
Rolling out now in a tropical fruit flavour, Gaviscon Instants aims to provide relief from heartburn and indigestion by melting in the mouth – a first for the sector, maker Reckitt Benckiser said.
The format is targeted at consumers who find chewing tablets or swallowing liquid difficult or unpleasant. Available in sachets (rsp: £4.99/12-pack), it was ideal to be used on-the-go, according to Reckitt.
The company – which this week announced the departure of chief financial officer Liz Doherty – is supporting the launch with a £3m TV and digital ad campaign that breaks next month.
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