Allergy care brand Piri has added Pirilieve Hayfever Relief Tablets containing fexofenadine hydrochloride – an active ingredient previously available only behind pharmacy counters.
The over-the-counter NPD started to work within an hour “and just one tablet a day is enough to provide 24-hour relief”, said Piri owner Haleon.
Suitable for consumers aged 12 and up, the tablets are also non-drowsy. They will be available in packs of 10 (rsp: £5.25) and 30 (rsp: £12) from Amazon, Asda, Boots, Morrisons, Ocado, Sainsbury’s, Superdrug and Tesco.
Haleon had “recognised the need for a powerful relief to aid hay fever sufferers, allowing them to get on with their lives, uninterrupted by hay fever symptoms”, said the supplier’s GB sales director Michael Durkin.
“The addition of Pirilieve to the UK’s bestselling allergy care range offers an effective option to relieve hay fever symptoms. There is no tablet that is stronger for hay fever relief.”
The launch will be supported by a £3m campaign targeting hay fever sufferers, running from April to July. It will include digital and social media activity as well as TV/VOD advertising, a sponsorship with ITV weather and OOH ads.
Piri’s pollen forecast widget will continue to be available on the brand’s website, allowing users to check when the pollen count will be high.
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