Perrigo Announces Planned Launch of NBE for Imodium

Late last week private brand over-the-counter (OTC) manufacturer Perrigo announced that it has received final approval from the U.S. Food & Drug Administration for the store brand equivalent of Imodium® Multi-Symptom Relief (loperamide hydrochloride and simethicone tablets, 2 mg/125 mg). This product will be packaged and marketed as store brands or retailer ‘own label’ brands and will provide consumers with a high-quality, value alternative to the national brand. Perrigo is finalizing plans to launch its wholly owned store brand loperamide hydrochloride and simethicone tablets, 2 mg/125 mg, in the fourth quarter of 2018.

Imodium Multi-Symptom Relief is indicated to relieve symptoms of diarrhea plus bloating, pressure and cramps, commonly referred to as gas. Retail sales for the last 12 months were approximately $62 million as measured by IRI.

Perrigo Executive Vice President and President, Consumer Healthcare Americas, Jeff Needham stated, “This final approval and upcoming launch is an important accomplishment for our store brand OTC business. Key new product launches such as loperamide hydrochloride and simethicone tablets, 2 mg/125 mg, provide our customers and consumers with high quality, value alternatives in important treatment categories.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.