P&G punches up Prilosec OTC offering with wildberry flavoring

NEW YORK — Procter & Gamble this week will begin shipping a wildberry-flavored Prilosec OTC.

The proton-pump inhibitor will not come in a chewable form, however, and will feature the message "Swallow — Do Not Chew" prominently on its packaging.

"New Prilosec OTC Wildberry is the first innovation in the over the counter 24-hour frequent heartburn pill category in a decade," Prilosec OTC brand manager Phil McWaters said. "It offers frequent heartburn sufferers a new 'sensory experience' in their daily routine along with relief from frequent heartburn."

McNeil Consumer was the first to introduce flavored, nonchewable tablets in September 2003 with the launch of Tylenol Sinus Severe Congestion with Cool Burst and in April 2004 with adult extra-strength Tylenol Cool caplets, though neither SKU is on shelf today.

Meanwhile, Boehringer Ingelheim was the first to bring flavor to heartburn-busting tablets with Zantac 150 Cool Mint tablets in fall 2007.

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