The recent success of Tylenol Extra Strength Rapid Release Gels has caught the attention of private labelers.

Leiner Health Products is launching an equivalent to the product that is ready to ship this month, the firm announced at the National Association of Chain Drug Stores Marketplace tradeshow and conference in New Orleans June 5-7.

The Tylenol product, which has "specially designed holes in the gelcap" that allow for faster release of the medicine, was introduced by McNeil Consumer & Specialty Pharmaceuticals in early 2005 (¹ 'The Tan Sheet' Feb. 21, 2005, In Brief).

Although Rapid Release Gels has been on the market for only a few months, the product has quickly challenged the previous leader in the category, Advil Liqui-Gels, Leiner said.

Leiner evaluates the success of a product based on retail sales per point of distribution. Tylenol Rapid Release Gels has overtaken Advil Liqui-Gels for several sales periods since its debut, according to Leiner.

Perrigo was also inspired by the success of the Tylenol product to develop a rapid-release equivalent, which is slated to ship in September.

Other Tylenol equivalents planned by Perrigo are acetaminophen 8-Hour and acetaminophen Arthritis Pain, both of which are launching this summer.

Perrigo also is planning a launch of three Cool Ice acetaminophen products, which will begin shipping in September.

Two Cool Ice liquid products (for day and nighttime) compare to Tylenol Liquid products with Cool Burst , which McNeil describes as an "instant cooling sensation you'll feel right away." One such McNeil product is Tylenol Liquid Cough & Flu Severe Daytime, with Cool Burst Sensation.

The third Perrigo product - Cool Ice caplets - will compare to Tylenol products that feature the Cool Burst tablet coating, which provides an "instant cooling sensation."

In addition to rapid release gels, Leiner will offer acetaminophen softgels, scheduled to ship in October.

The acetaminophen softgel was developed in the wake of Wyeth's success in conveying the benefits of the delivery form to consumers, Leiner said. A softgel is easy for consumers to swallow and contains ingredients already in liquid form, Leiner pointed out.

An acetaminophen softgel is also being launched by private label firm PL Developments. An ad for the product by the Farmingdale, N.Y.-based firm notes that softgels are the "consumer-preferred dosage form" according to IRI mass market data.

Perrigo is also looking to smoking cessation products to expand its private label offerings in 2005 and 2006.

Perrigo expects ANDA approval and launch of its Nicotine Lozenge smoking cessation product by the end of 2005. The product will compare to GlaxoSmithKline's polacrilex Commit lozenges, which received FDA approval in late 2002 (² Also see "GSK Commit Lozenge Phase IV Studies On Contraindications, AEs Planned" - Pink Sheet, 4 November, 2002., p. 3).

Perrigo's lozenge will be available in two dosage strengths. A nicotine 2 mg lozenge is aimed at those who wait at least 30 minutes after waking up before lighting their first cigarette, while a nicotine 4 mg lozenge is intended for those who smoke within 30 minutes of waking up.

The lozenge will join Perrigo's Nicotine Gum product, which began shipping in early 2005. A 2 mg nicotine dose is for smokers who have fewer than 25 cigarettes per day, while the 4 mg dose is for those who smoke 25 or more cigarettes each day. Available in original and mint flavors, the gum compares to GSK's Nicorette .

On the nutritionals side, Perrigo is introducing Fear Factor multivitamins. The Bugs 'n Slugs gummy vitamins offer a "daring great taste," according to product packaging. A private label Cholesterol Multivitamin also is available from Perrigo. The SKU compares to Bayer's recently launched One-A-Day Cholesterol Plus (³ 'The Tan Sheet' May 23, 2005, In Brief).

Both Perrigo and Leiner also launched equivalents of Knight-McDowell Labs' effervescent cold-fighting supplement Airborne . The product contains vitamin C, selenium and seven herbal extracts, including echinacea.

Rapid Release, Rapid Success: Tylenol Launch Spawns Generic Imitators

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