What’s Hot: Kids get new upset-stomach remedy

PITTSBURGH —GlaxoSmithKline last month introduced the latest in kids’ stomach relief products—a new pediatric line of Tums called Tums Kids—and it is being placed in a dedicated kids’ gastrointestinal set in many of the larger retailers, the company reported, making kids’ stomach aids more of a destination niche within the overall gastro set.

Tums Kids is similar in size and consistency to the company’s Tums Smoothies line, only in a “cherry blast” flavor as opposed to chocolate or vanilla. In addition, the Tums Kids chewable tablets are scored down the center so that parents can deliver half a dose for children ages 2 to 4. “It’s formulated for kids ages 2 to 11 that offers a dual benefit of heartburn or upset-stomach relief, and [it’s] an excellent source of calcium,” said Bill Kollitz, brand manager of Tums. “It’s a unique dose specially formulated for kids.”

Overall, sales of antacids reached $1.1 billion across food, drug and mass markets (minus Wal-Mart), representing a 2.8 percent increase according to the Nielsen Co., for the 52 weeks ended Oct. 6. Novartis was one of the first companies to target kids GI as a niche with the introduction of its Gas-X Thin Strips in 2006. Procter & Gamble soon followed with its launch of a children’s version of Pepto-Bismol, featuring a bubblegum-flavored soft chew called Children’s Pepto. McNeil Consumer even has an Imodium A-D Liquid for use in children.

“What we’re seeing is an emerging trend in retail in general, specifically in the drug accounts, a dedicated shelf set for kids GI products,” Kollitz said. “Not only for upper GI, but there’s some lower GI products, as well. Tums Kids really fits into that as an incremental placement.”