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Prilosec OTC launch will be easy to stomach.

With $3 billion in drug sales in the 12 months ending March, representing one quarter of the overall proton-pump-inhibitor market, Procter & Gamble’s Prilosec OTC is heading to a front-end shelf in mid-September to be sold alongside the likes of Maalox, Pepcid Complete, Tums and Zantac 75.

The switch will take Prilosec, still the No. 6 medicine by prescription sales volume in the United States, from behind the counter and bring it to the front end, where margins are larger, the potential consumer base is …

COPYRIGHT 2004 Gale Group

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