Panadol manufacturer GSK believes it has ‘reinvented paracetamol' with the launch of a tablet that disperses in the stomach up to five times faster than ordinary paracetamol.
Panadol Advance tablets contain the Optizorb disintegration system, a combination of calcium carbonate and alginic acid. The latter, derived from seaweed, is a wicking agent that takes up fluids rapidly to penetrate the core of the tablet. GSK says it has optimised the ratio of the two ingredients.
In vivo tests were carried out on 76 healthy volunteers. In 75 per cent of subjects taking Panadol Advance, disintegration began within five minutes. Faster gastric emptying was seen than for standard paracetamol enabling the active ingredient to reach the bloodstream and hence central nervous system more quickly.
GSL packs of 16 tablets, presented in a Compack format, will replace the existing Panadol Tablet 16s pack while pharmacy-only packs of 32 will likewise substitute Panadol 32s. Prices remain unchanged.
Support for the launch will include pharmacy assistant training and in-store consumer information. Television, press and online advertising planned for early next year will communicate the faster dispersion message. It is backed by a budget of over £3 million, reports GSK.
Prices and Pip codes: £1.45/16, 340-6535; £2.79/32, 340-6543
GlaxoSmithKline Consumer Healthcare
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