Novartis Consumer Health is extending its isotonic sports drink brand Isostar into a tablet based format. Isostar Power Tabs are dissolved in 250ml water to make a lemon flavoured isotonic drink. They come in a plastic tube containing ten tabs (rsp £3.29). The company hopes to attract new users to the brand as the tabs work out cheaper than buying the liquid version of the drink and the tube is more convenient for carrying round in a sports bag. It will target people who play sport ­ generally 25 to 50 year old men ­ as well as new users (18-35 year old men and women). Novartis is currently negotiating distribution in multiples and independents and will run a PR campaign in sport, fitness and lifestyle media. {{P&P }}