McNeil Products - Benylin Cold and Flu

The winter ailments market, valued at £377 million, has shown little or no growth over recent years. Within winter ailments, the cough share of the category is static, Benylin is the market leader within cough with 30% value share of cough medicines, but only 3.8% value share in cold and flu, with a presence limited to the Pharmacy only segment of the market.

McNeil Products – Benylin Cold and Flu

Packaging Branded Non FoodCreative Leap

EXECUTIVE SUMMARY

The winter ailments market, valued at £377 million, has shown little or no growth over recent years. Within winter ailments, the cough share of the category is static,

Benylin is the market leader within cough with 30% value share of cough medicines, but only 3.8 % value share in cold and flu, with a presence limited to the P (Pharmacy only) segment of the market.

An opportunity existed to launch a new Benylin branded Cold and Flu offering into the highly contested GSI category...

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