In September Reckitt Benckiser, the No1 selling manufacturer for cold and category*, was set to invigorate the hot drinks market with the expansion of its popular and trusted range of Lemsip Max hot drink products. New for winter 2013 are two new exciting combinations: Lemsip Max Apple & Cinnamon flavour powder for oral solution and Lemsip Max Honey & ginger flavour powder for oral solution.
Lemsip Max Hot Drink have been a firm favourite** with those looking for effective relief to ease troublesome cold and flu symptoms like headache, blocked nose, fever, body aches and sore throats with a comforting and efficacious hot drink. The range already offers two different variants: Lemon and Blackcurrant. In a consumer test out of all the flavour combinations shown to the consumer 81% *** said they would try the new flavour fusions of Apple & Cinnamon flavour and Honey & Ginger flavour.
Building on the much loved heritage of Lemsip, a brand which offers warming, soothing cold relief in a hot drink, the New Lemsip Flavour Fusions provide exciting and unique flavour combinations for a medicated hot drink to offer consumers more choice.
Lemsip Max Flavour Fusions are available in packs of 10 sachets with an RRP of £5.49
Mark Pearson, RB UK Category Marketing Director said “Lemsip’s hugely successful range of maximum strength cold and flu remedies has always provided retailers with a one brand solution for relief from all the major symptoms of cold and flu, and with continued media support Lemsip accounted for 60%**** of category growth last season. In addition for 2012, we launched specific cough remedies which have sat successfully in the cough fixture and became the No 3 cough brand in just the first four months***** making it a must stock range. In 2013 we are increasing consumer choice further with our new Lemsip Max Flavour Fusions. This is not only what consumers want but Is also a great opportunity for retailers to bring in new users who would treat but reject current flavours choices”.
This October RB will be launching its £6m advertising campaign to support the Lemsip range. The campaign will run until February 2014.
Lemsip Max Hot Drinks contain Paracetamol. Always read the label.
*AC Nielsen MAT 20.01.2013 – 20.07.2013
** AC Nielsen MAT 52 weeks 20.07.2013
***Turf study analysis 2012
****AC Nielsen Sept 2012-Jan 2013 growth versus Sept 2011-2012
*****AC Nielsen Oct 2012- Jan 2013
Reckitt Benckiser (RB)