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Whitehall-Robins offers Dimetapp freezer pops.

Whitehall-Robins, known for its many popular over-the-counter medications, including Advil, Chapstick, Centrum, Preparation H, and Robitussin, is offering a freezer pop version of its popular cold, cough, and allergy remedy Dimetapp. The Dimetapp "Get Better Bear" freezer pops are intended for kids, as an alternative way for parents to treat their children's sore throats.

Whitehall-Robins developed the product in response to suggestions from its consumers. A company representative told Ice Cream Reporter that while the product carries the Dimetapp name, it does not contain the chemical ingredients used in Dimetapp's traditional treatments for the symptoms of sore throat, fever, and congestion. Instead it uses pectin, a widely used demulcent that leaves a soothing coating in the throat. The freezer pops are come in two flavors, grape and cherry, and are sold in 8-count boxes.

The product was launched by Whitehall-Robins, which is a division of American Home Products Corp., early in 1999, but now that the cold and flu season is approaching it has begun to support the freezer pops with an extensive marketing campaign that includes television advertising. The ads are targeted to parents with the product positioned as a treatment for minor sore throats.

The Get Better Bear freezer pops are being distributed through food stores, mass merchandise outlets, and drug stores. While they can be considered a form of frozen novelty, they are shelved with the rest of the Dimetapp line in the cough and cold products section. In addition to the freezer pops, the company has introduced a lollipop version, also under the Dimetapp Get Better Bear label.

The Get Better Bear freezer pops fit within the emerging category of nutraceuticals (or functional foods as they are also called), products that contain nutritional elements with some specific medicinal or health value. Ice Cream Reporter covered a similar example of a freezer pop version of an established treatment for children in December 1996, when Ross Products introduced Pedialyte Freezer Pops. Ross, a division of Abbott Laboratories, launched its product with the goal treating children reluctant to swallow liquid Pedialyte. Pedialyte is a treatment for restoring liquids and minerals in children who are suffering from diarrhea.
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Publication:Ice Cream Reporter
Date:Oct 20, 1999
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