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Rhone-Poulenc Rorer’s Maolox HRF Heartourn Relief Formula

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Executive Summary

New formulation of Maalox to "relieve burning and help prevent stomach acid reflux" now available. Promotional campaign, including TV ads and coupons as well as medical and trade promotions, began Feb. 12. Maalox HRF includes active ingredients aluminum hydroxide-magnesium carbonate codried gel 280 mg and magnesium carbonate USP 350 mg; Extra Strength Maalox has active ingredients magnesium hydroxide 450 mg, aluminum hydroxide 500 mg and simethicone 40 mg. The line extension could help RPR position antacid market-leader Maalox for the arrival of OTC versions of H[2] antagonists, which also will be indicated for heartburn.

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This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

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