Simon Mowbray
Reckitt Benckiser Healthcare will finally launch on-the-hoof flu remedy Lemsip Max Strength Direct next month, a year after it had hoped the product would hit shelves.
The delay in getting the powdered lemon pick me up, which can be taken without water, out into stores was caused by months of waiting for a licence from the Medicines Controls Agency.
The pharmaceuticals giant is also launching Max Strength Sinus Relief Capsules which it claims will grow the sinus category.
The capsules contain the maximum permitted strength of paracetamol and decongestant. Both brands will benefit from healthy marketing packages as part of a £5m spend for Lemsip this winter.
A spokeswoman for the company said: "We are very excited about both these launches.
"As distress purchases, grocery retailers are ideally suited to take full advantage of these exciting new products."