The new offering - takeBUZZ - comes in one-dose sachets of two tablets, and is designed for consumers to take before
indulging in alcohol.
Its main ingredients - l-cystein and vitamins C and B1 - are said to boost the body’s ability to deal with the toxins in alcohol and stop hangovers.
The product has been available in the US for two years, under the name Buzz and sales there have totalled $10m (£6m) in the last year, according to importer and distributor Buzz Natural Products.
Uwe Beyer, national support manager, said Britain’s drinking culture gave takeBUZZ “great potential” on this side of the Atlantic.
Beyer said the tablets, which are taste free, differed from competitive offerings because they didn’t need to be dissolved and only one dosage was required. The tablets retail at £1.95 per sachet and are currently listed in forecourt outlets and pub chains.
The company, which suggests merchandising them with alcoholic drinks as well as traditional supplements, is looking to expand into the multiples and aiming to sell distribution franchises.
It is also trialling two other products under the banner. Beyer would not give details but said they were dietary supplements.