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Tablets & Capsules March 2020 19 One-A-Day and Flintstones vitamins. The One- A-Day vitamin brand dates back to the 1940s, when it was first introduced as an oral tablet multiple vitamin to be administered on a daily basis. In the ensuing years, Miles, and later Bayer, expanded the One-A-Day brand footprint in order to appeal to a broader market. In 1968, Bayer licensed the Flintstones trademark and successfully established the Flintstones brand as a children's vitamin product sold at retail to consumers [7]. Over time, the Flintstones brand also expanded, and in 2005, the company began marketing an easy-to-take con- fectionery form—chewable gummies—which had broad appeal to its market. Within a few years, the One-A-Day brand began marketing a gummy form (One-A-Day VitaCraves), offering a "fun" way for adult consumers to take vitamins daily. The form helped transform the One- A-Day brand and increase its appeal. Over time, Bayer has expanded this business to a variety of sub-segment user groups (including women, men, and teens) and has introduced additional products with broader indications (such as immunity support, energy, and heart health with omega 3). Bayer has also used the gummy format for its Phillips Colon Health probiotics. The future of drug delivery Projecting forward, oral consumer healthcare drug delivery growth will likely include easier-to-swallow tab- lets, better-tasting chewable and confectionery forms, and faster- and longer-acting forms. R&D efforts that can facilitate measurable therapy may be new goals that can be achieved with combinations of novel drug ingredients and new delivery systems. Finally, unit doses to ensure proper therapy will likely become greater factors for con- sumer health brands. well as in post-launch marketing support. Patent pro- tection and know-how are both assets marketers seek as they build their brands. For example, when the H2 antagonist Pepcid was switched from Rx to OTC in 1995, the formulation had several years of patent protection remaining, allowing the Johnson & Johnson-Merck joint venture to invest in brand building and OTC marketing efforts. As a Johnson & Johnson brand, Pepcid built off of this platform to later introduce the chewable tablet, Pepcid Complete, which, according to the product website "combines an ant- acid that starts neutralizing acid in seconds with an H2 blocker that helps control acid all day or all night" [4]. Case studies Mucinex. Mucinex was launched by the Adams Respi- ratory Products organization and has been marketed by Reckitt Benckiser since 2009. Considered by many to be the OTC success story of the millennium, Mucinex was an estimated $10 million generic prescription medication before switching to OTC in 2002. It has since become a top 3 OTC powerhouse, with 2018 US sales in excess of $660 million [2]. The brand used strong marketing efforts targeting both consumers and doctors and promoting a novel delivery mechanism (sustained-release tablets). The brand has expanded to build its retail presence and appeal to consumers and healthcare professionals, and now includes formulations for chest congestion, cold & flu, sinus, cough, and children, and is available in a variety of forms, including tablets, liquid gels, powders, and liquids. The brand even offers combination forms for daytime and nighttime relief [5]. Each new formulation and dosage form has helped to grow the brand's position as a market leader and expanded its footprint to a differ- ent type of consumer. Visit us at Booth 3341 Interphex April 28-30, 2020 Jacob Javits Convention Center New York City, NY The solution to your SOLID DOSAGE NEEDS 2420 Emrick Blvd. | Bethlehem, PA 18020 | 908-534-1500 www.smitmc.com P R&D to Pilot Scale Production Tablet Presses P Monolayer & Bilayer Tablet Presses P Advanced Data Acquisition & Analysis System P Excellence in Quality & Service