Omega Pharma has launched a new weight loss aid to be supported by a £3 million multimedia campaign.

The XLS-Medical Carb Blocker launched this month together with a supporting TV campaign, which will run on primetime channels for six months.

The campaign will also include print advertising, pharmacy training and point-of-sale materials, which would create "significant opportunities for pharmacy to achieve returns", said Omega Pharma.

The tablets contain glycoproteins to reduce the absorption of carbohydrates. Research by Omega Pharma found a fifth of dieters named carbohydrates as their top reason for putting on weight.

"The launch of XLS-Medical Carb Blocker provides pharmacists with the opportunity to recommend a realistic and sustainable option for customers who have a carbohydrate-rich diet and are concerned about their weight," a spokesman added.

XLS-Medical Carb Blocker comes at a recommended retail price of £29.99 for 60 tablets.

For more information, contact Omega Pharma on 0203 598 9604